Challenge: The Fast X franchise is known for its high-octane, visually intense aesthetic. The challenge was to create design assets for the Fast X soundtrack that not only matched the franchise's established visual identity but also provided a fresh, cohesive experience across multiple platforms. The visuals needed to resonate with both long-time fans and new audiences, maintaining consistency while being adaptable for various media formats.
Solution: Collaborating with Artist Partner Group, I took on the role of Art Director, where my primary focus was on developing a unified visual concept for the soundtrack's design assets. I started by crafting a versatile design concept that could be applied across different releases, ensuring a seamless integration of visuals. This involved designing the cover art and then translating these static visuals into dynamic, animated content tailored for distribution on social media, YouTube, Apple Music, and Spotify.
Impact: The end result was a visually striking and immersive experience that not only complemented the music but also reinforced and enhanced the Fast X brand identity. The consistent style and seamless integration of visuals across platforms contributed to a stronger, more cohesive brand presence, engaging audiences and elevating their connection with the soundtrack.
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.
