I had the privilege of working on I Rest My Case, the fifth studio album by YoungBoy Never Broke Again, released on January 6, 2023, via Motown Records and Never Broke Again. This experimental project marked a significant venture in YoungBoy's discography.
For this album, I handled creating the Cover Art, Tracklist, Animated Cover, and Social Media Assets. The cover art adopted an emo/punk rap theme to encapsulate the album's eclectic sound, aiming to resonate with a broad audience and push artistic boundaries. This project sought to create a compelling visual identity that would captivate YoungBoy's fanbase and attract new listeners.
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.
