Mr. Vadova 1.5" Album Campaign for Delly Vadova

Project Overview

Client: Delly Vadova
                  Project: "Mr. Vadova 1.5" album promotional campaign
                  Timeline: February - June 2024
                  Role: Visual Designer

Concept Summary

Create promotional materials for Delly Vadova's highly anticipated "1.5" project while working within the constraints of an artist who is largely self-sufficient with his visual direction. The challenge was to contribute meaningfully to a campaign where the artist maintains strong creative control, requiring an approach that complemented rather than competed with his existing aesthetic vision.

Concept Development

Focused on high-impact pieces where external creative input would add the most value.

Platform-Specific Design: Created promotional posters optimized for X.com and Instagram's different audience behaviors and formats.

Conceptual Depth: Explored themes of isolation, artistic identity, and creative struggle through visual metaphor.

"Affliction" Album Campaign for Xani London

Project Overview

Client: Xani London
                  Project: Complete visual identity and campaign for "Affliction" album
                  Timeline: May 2024 - June 2025
                  Role: Creative Director & Visual Designer

Concept Summary

Create a comprehensive visual universe for "Affliction" while exploring themes of isolation and emotional numbness. The challenge was to translate complex psychological states into compelling visual narratives.

Concept Development

Psychological Realism: Used clinical language and diagnostic imagery to create unsettling authenticity.

Documentation Aesthetic: Employed therapeutic worksheets, Polaroids, and personal artifacts to blur fiction/reality boundaries.

Sequential Narrative: Each piece contributed to larger story of diagnosis, treatment, and ongoing struggle.

Creative Execution

Typography Strategy: Elegant script contrasted with clinical sans-serif fonts, representing the duality between romantic idealization and harsh reality.

"Everything is so apocalyptic" fence imagery - Visual metaphor for feeling trapped by circumstances.

Physical Artifacts: Polaroids, worksheets, and institutional documents created tangible connection to digital campaign mixed with text conversations to bridge online/offline experiences.

Lessthanthree Nightclub Launch Campaign

Project Overview

Client: Lessthanthree Nightclub
                  Project: Complete brand launch and promotional campaign
                  Timeline: November 2024 - February 2025
                  Role: Creative Director

Concept Summary

Create a compelling brand identity and promotional campaign for a new nightclub entering a saturated local market.

Strategic Approach

Vulnerability as Strategy: Instead of selling perfection, embraced the messy, complicated emotions of nightlife.

Anti-Marketing Marketing: Positioned honesty and self-awareness as the brand's competitive advantage.

Emotional Architecture: Built campaign around the real psychological reasons people go out - escapism, connection, transformation.

Creative Execution

Visual Tension: Juxtaposed club atmosphere imagery with deeply personal, almost therapy-session level honesty.

Confessional Copywriting: Used the intimate, oversharing tone of 3am text messages as professional marketing copy.

Campaign Psychology

"Troubled Individual" Series: Acknowledged that nightlife often attracts people working through something - made that the selling point rather than hiding it.

"Drunk on Something I Can't Pronounce" Campaign: Captured the specific disorientation of trying to be someone you're not in spaces designed for performance.

"DJ Can You Remix My Life?" Series: Elevated the DJ from entertainer to quasi-spiritual guide, reflecting how music becomes therapy in club settings.

"Tumblr Music" Posters for Nine Vicious

Project Overview

Client: Nine Vicious
                  Project: Pre-release promotional materials for "Tumblr Music" album
                  Timeline: Summer 2024 - April 2025 album release
                  Role: Visual Designer

Concept Summary

Create compelling promotional materials for an emerging artist's upcoming album "Tumblr Music" while working within the platform-specific aesthetic and culture of Tumblr.

Strategic Approach

Created visuals specifically optimized for Tumblr's aesthetic preferences and user behavior.

Recognized and invested in an artist's potential before mainstream breakthrough.

Amplified visual identity that captured the essence of early internet/Tumblr culture.

Ensured designs would work across Tumblr and Instagram for maximum reach.

This project demonstrates

Trend Recognition: Ability to identify promising artists before mainstream success.

Platform Expertise: Deep understanding of Tumblr's aesthetic and cultural nuances.

"april's fools" Music Video Campaign for arcade

Project Overview

Client: arcade
                  Project: "april's fools" music video
                  Timeline: April - June 2024
                  Role: Visual Direction, Editing, Colour Grading, Sound Direction

Video

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Click to watch on YouTube

Concept Summary

The primary goal for the "april's fools" music video was to create an authentic, vlog-style visual that would give viewers an intimate look into arcade's world. The concept was to capture the unscripted, everyday interactions between the artist and his friends, creating a sense of genuine connection and behind-the-scenes realism. The challenge was to craft a compelling narrative from these candid moments, highlighting the themes of friendship, ambition, and the creative process itself.

Creative Execution

Direction and Cinematography: A "fly-on-the-wall" shooting style was used to create a sense of immediacy and authenticity. The camera work is intentionally personal and unstaged, making the viewer feel like they are part of the gathering.

Location: The video was shot across various parts of New York, including Queens, Brooklyn, downtown, and the Bronx, with the primary interior scenes taking place at Chris & Tali's apartment and Loud Studios. This use of real, personal spaces was key to achieving the campaign's authentic and intimate feel.

Editing and Narrative: useralan was responsible for the video editing, while the subtitles were a collaborative effort between us. The final cut weaves together candid moments to tell a subtle story of friendship and the creative journey.

Color Grading: Alan applied his signature bluish tint filter to embody the distinct aesthetic of his company, Paranoid.

Music and Sound: As the music supervisor, I was responsible for selecting the background music and integrating song snippet previews that would complement the video's candid, documentary-style feel. The audio is a mix of conversation and background music, adding to the video's realism.

Dazed Within Instagram Template System

Project Overview

Client: Dazed Within
                  Project: Instagram post-template system and content strategy
                  Timeline: October 2024 - February 2025
                  Role: Creative Strategist & Visual Designer

Concept Summary

The primary goal was to elevate the brand identity for Dazed Within, a notorious underground rap media page, by creating a professional and cohesive visual system for their Instagram content. The challenge was to structure their diverse coverage—from breaking news to artist spotlights—into a recognizable format that would increase engagement and establish the brand as an authoritative voice in the underground rap scene.

Strategic Approach & Creative Execution

The strategy was centered on developing distinct content pillars supported by a versatile, modular template system. This approach allowed the Dazed Within team to easily produce a wide range of content while maintaining a strong and consistent brand identity.

Key content pillars and templates developed include

News & Highlights: Clean, bold templates for timely updates, including static posts for "Dazed News" and video templates for news highlights, such as co-sign announcements.

Artist Features: Two distinct concepts were created to spotlight artists: "Dazed Discovery" for introducing new talent, and "Snippet Spotlight" which uses a unique collage aesthetic to feature music snippets from multiple artists at once.

Opinion & Historical Content: An edgy, numbered series titled "UNFILTERED TAKES" was developed for opinion pieces, while an "On This Day" template was created for historical posts about significant album releases.

Social Media Coverage: A template was designed to feature screenshots of relevant tweets, reinforcing the brand's role as a key source with the tagline "COVERING THE UNCOVERED".

SoundCloud Visual Identity & Cover Art

Project Overview

Client: Multiple clients
                  Project: Ongoing SoundCloud visual identity and cover art creation
                  Timeline: 2023 - Present
                  Role: Visual Designer & Art Director

Project Scope & Concept

Tasked with building the comprehensive visual identity for arcade's SoundCloud page, this long-term project involved the creation of over 100 unique covers for official releases, side-projects, and mixtapes. The core challenge was not to create a single static look, but to develop a dynamic and eclectic visual language that could represent a wide spectrum of musical styles and moods. The goal was to ensure that while each cover could stand alone, the entire collection would feel like part of a cohesive artistic universe.

Visual Strategy & Execution

A multi-faceted visual strategy was employed to reflect the versatility of the music. Instead of adhering to a single aesthetic, the covers draw from a wide range of influences, allowing each track to have its own distinct identity.

This body of work demonstrates proficiency across numerous styles, including

Photography-led designs with a dark, moody, and candid feel.

Y2K and early-internet inspired graphics, featuring glitch effects and retro typography.

Illustrated and anime-style character designs.

Art-historical references, with designs that incorporate contemporary art and sculpture.

Minimalist and high-fashion aesthetics with clean layouts.

Textured and collaged pieces that blend various visual elements.

Impact

By consistently producing a high volume of varied, high-quality artwork, this project has been instrumental in establishing a strong and recognizable visual presence for arcade on SoundCloud.

Event Poster Design Collection

Project Overview

Event poster designs and promotional artwork collection featuring various approaches to event promotion and visual communication. Each poster represents a unique creative solution for different types of events and audiences.

Design Expertise

The collection showcases expertise in typography, layout design, color theory, and visual hierarchy while maintaining strong visual impact and clear communication of event information.