Creative direction
not just the video. the covers, the type, the films, the press shots and the tour merch, made in one room so a release feels like one thing. two full campaigns below, shown the way they actually happened: deck first, then what got made.
The conversation
artist, label, me in a room. we figure out what the record actually feels like before anyone says the word deliverables.
The world
we commit to one reference and stay loyal to it. a film, a palette, a type style. everything that ships has to live inside it.
The build
covers, key art and videos, directed, edited and graded by the same hands. that is the whole trick for keeping it consistent.
The rollout
drops sequenced over months. posters, press, tour. the view counts on this page are real and refresh weekly.
Cochise
eight drops. every cover, every video. the pitch to Columbia was one line: treat each single like a movie night. a poster, a trailer, a feature. you did not stream a song, you bought a ticket.
Make the album feel like cinema
Cochise already had the title. Why Always Me? sounds like a guy stuck in his own movie, so that became the whole campaign: every single gets the full theatrical treatment.
cover / i lieCandyman holds it together
the '92 film gave us the wardrobe, the hook and the trailers. Nia DaCosta's shadow puppetry gave us the covers. around that spine, each single quotes its own movie and still reads as one world.
Find the frame, then earn it
the rule was never "inspired by". pull the exact frame, then rebuild it for real. same light, same blocking, our guy. drag the line.
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candyman, 1992ours, 2025
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the lab, 1935jackpot, 2025
A lockup per single
no campaign font. every drop gets type drawn to the film it quotes, so the covers read like posters, not like a playlist.
Fur, hook, glasses
one press day, shot like film stills. the same three props everywhere, so a profile picture, a poster and the tour flyer all read as the same campaign.
Three lead singles
Eight drops, ten months
the world traveled. the fur-and-hook press kit became the tour flyer, and the covers kept selling singles between videos.
open the full deck ↗Every board
Ramona
an EP about remembering someone. three short films instead of three music videos, plus the art, the type and the merch. it went on the road with Lyn Lapid in June 2025.
Not videos. Documents.
sabrina wanted restraint, so nothing performs. the songs play over things that feel found, not produced. the first thing made for this campaign was a page of pencil houses.
sketches / where it startedWarmth with cold spots
natural light, locked-off frames, grain that forgives. the camera never chases anything. it sits there the way a memory does.
Gold on black, like a tape label
one serif across everything. the artist mark first, then a title card per chapter. nothing else allowed in.
The sketch made it to the tote
the pencil houses ended up on the merch, and the tie-dye spiral became the tour poster. small world, kept whole.
Three chapters
the same language went on the road. EP art, the films, the live visuals and the merch table, all out of one deck.
open the full deck ↗