back in november for heads music
/// fall 2016
I'm a creative director at HEADS Music, working on Wyclef Jean's artwork and marketing strategy. During the month of November Wyclef dropped a new song with Young Thug, hosted a concert, and held a listening party. To design the overall aesthetic, I wrapped his new stuff with his classic work to create Back in November.
CASE STUDY TIMELINE
10.31, "I Swear" release:
Wyclef presented "I Swear" to the world on EBro's Beats 1 show on Apple Radio.
Artwork design concept:
"I Swear" is a caribbean love ballad that promised love forever. The image is an Egyptian dowry, which were given during times of matrimony. The drawing is laid over a papyrus background, along with an official document font.
11.1, #WyclefDay
News of Wyclef's new song prompted fans online to dub November 1 #WyclefDay. People celebrated the day by sharing the "Gone Til November" song and referenced the video.
11.17, Brooklyn Bowl concert
Wyclef hosted a concert at Brooklyn Bowl to perform his new work for the first time, including "I Swear." I played on the impromptu #WyclefDay sentiment and created Brooklyn Bowl promotional materials around Wyclef's turtleneck outfit in "Gone Til November."
11.17, Snapchat filter:
A custom Snapchat filter was created for the concert, featuring an interactive drawing of Wyclef's turtleneck.
press featuring artwork for I Swear
