CREATIVE DIRECTION & DESIGN
LIL UZI VERT
LUV IS RAGE 2
It was an insane proposition. Turn around complete album art, packaging and visual materials for a major release in a couple days. Enter Spike Jordan, he had just done a quick photo session with Uzi to get a record cover and we poured over the results looking for what would become the cover. My attention was immediately drawn to the image of Uzi standing solo on white.
We worked to perfect this image and had what i thought would be the sickest cover. Still love this image. Simultaneously we were creating the imagery for the whole campaign and for the back cover we started laying out the track list around a image of Uzi on grey. Uzi had the great idea to hit up Virgil Abloh to add a touch of Off-White to the art and in the end his tape was added to the package. The record debuted #1 on Billboard the week of release and has been on the top 200 ever since.
There was a ton of anticipation for this record and in usual Uzi fashion the release was a total surprise. Utilizing his aesthetic for mystery we chose to create a campaign that built toward the record cover using the signature 2 he’d been rocking as his social media pic. If you know, you know. Once these billboards and wild postings hit his fans everywhere knew they were in for a treat.
ROLLOUT
PACKAGING
