What is the X-factor? This was the theme of the video RCA Records created to highlight their spectacular success in 1998 with bands such as the Dave Matthews Band, Natalie Imbruglia, and N'Sync. When asked to illustrate the X-factor, Imaginary Studio looked to genetics as a metaphor for defining the company's multi-level success. To achieve this visually, the graphics are dense and layered, yielding a formidable and complex symbol.

X-factor opening

X-factor artist portraits