Young Guns

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2020 Young Guns Work - YG Work

Big Sean - I Decided Album Campaign

Agency Mike Carson

Client Big Sean/Def Jam Records



Annual ID



This project is one of my favorites. After Sean's previous project, which featured all B&W imagery, I wanted to make sure the next one was bold with color, but for a reason. Following the album?s loose concept of reincarnation, we want to explore the idea of bringing life to dead, dull or decrepit settings/things. In the context of the album photos, this was projecting large sources of colored lighting on homes and buildings so they had a surreal glow. As well as featuring Sean as a reincarnated version of his older self. I commissioned the photo duo JUCO, who is known for their use of bold color to bring the vision to life.

My Role was:

Creative Director, Commissioner.

2020 Awards

YG Work
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