Ye
Year:
2021
Timeframe:
7 days
Tools:
Adobe XD, After Effects, Photoshop
Category:
OOH, Art Direction
Overview
A #1 album on the Billboard 200 with a one of a kind worldwide campaign.
I collaborated with 2 team members & a client side creative director to design static & motion OOH, paid, social, mobile and web banner assets for a worldwide campign.
The Ask
This campaign took place while the artist debuted WIP music from the album during stadium residencies that were livestreamed; a one of a kind rollout. The brief consisted of a spreadsheet with 100+ assets and various dimensions. Initial key art was from artist Louise Bourgeois' Femme (2007). Type and color were aligned with the key art. Our client side creative director insisted we design creative using Adobe XD for rapid iteration and approvals. The timeline for creative was same day.
Design Response
The team made ~7 rounds of 100+ assets in a templated design system which were delivered in under a week. Various branding and CTA iterations were updated nearly in real-time due to key art/branding approvals and pivots for each round. Eventually minimalistic branding with an absent CTA was chosen as a creative direction which broke the rules. As a result, the visual boldness of the campaign along with several rounds of key art updates at a worldwide scale became viral among rap fans to make the album debut at #1 on Billboard.
