Boys Don't Cry is an EP by Toosii, released in collaboration with Capitol Records, followed by a deluxe edition. The concept was deeply inspired by Toosii's music and conversations leading up to the project, focusing on the duality of pain and love.
The creative direction centered around capturing this emotional contrast, with imagery designed to evoke a double entendre. The visual concept featured Toosii standing alone beside a heart-shaped tree engulfed in flames, symbolizing the "Boys Don't Cry" mantra—suggesting that beneath a tough exterior lies a heart both passionate and vulnerable. This powerful image encapsulates the EP's themes, blending pain and love in a striking, thought-provoking way.
For my initial promotion, I recreated my designs in Cinema 4D to showcase the reversibility of the designs in a unique & engaging way. This video garnered more than double the views of my previous videos, allowing for a larger audience to see my product before launching.
For this colorway's campaign, I wanted to use photography to simultaneously showcase both sides of the beanie in a creative way. The final concept I landed on was using a mirror to capture a model's reflection with blue skies surrounding her, and then using Photoshop to show the reversed colorway. After landing on a final composition, I made a static advertisement for the release.
Along with the advertisement, I directed product shots to showcase the beanie in more variations. Firstly, I directed shots on both genders with both sides visible to ensure the audience knew that the product was unisex. Secondly, I took standalone shots of the product on concrete to evoke the urban aesthetic that I was promoting. And finally, I took more standalone product shots with a pure white background that would be used for website purposes only.
Rather than photography, this colorway's campaign was focused on 3D imagery. I wanted to catch my audience's eye immediately with bold, vibrant colors, and hive-mind-styled compositions.
With this colorway's campaign, I introduced a video promotion and a cartoon-styled 3D advertisement. Also showcased here is the tech pack that I used with my manufacturer and the website's home page for this release.
