I built my ad campaign around rapper Che and his album Rest in Bass, really leaning into the dark, atmospheric aesthetic that defines the project. I focused on creating visuals that felt heavy, moody, and immersive, using deep shadows, high contrast, and minimal but intentional typography. The goal was to match the tone of the music visually, so everything feels cohesive, like the campaign exists in the same world as the album. I experimented with texture, distortion, and gritty elements to give it a raw, almost underground feel that fits the energy of the artist.
What made this project stand out for me was how much creative freedom I had while still working within a clear visual direction. I enjoyed pushing the darker theme across different formats and figuring out how to keep it consistent while adapting it to various pieces. It helped me think more like a creative director, not just designing individual assets but building a full identity around the album. Overall, it was one of the more engaging projects I’ve done because it felt expressive and intentional rather than just technical.
Presentation Link: https://drive.google.com/file/d/1Hl3Ytj-7M0HT83Rq632iQ0m1VCi6veO-/view?usp=sharing
