OTIS INFRASTRUCTURE
BAND - NYC
Otis Infrastructure
Otis Infrastructure approached me to work on the entire creative direction for their new album “In a Room” - a project that spanned the better part of 2023 to build up and promote the record.
The Problem:
The band had not focused enough on their creative direction and lacked a cohesive look and feel that let you understand
their identity as a band and as creatives.
The Solution
We had several meetings to brainstorm and moodboard for not just the album artwork, but the full rollout of the album as a whole: from first teases to final product. We plotted out a content calendar, creative rollout, and decided on what assets would serve us best creatively. We came down to some basic mockups and sketches so that we would have an understanding of how to backtrack from where we saw the final product getting.
First Teasers and Photoshoot
We began to work on artwork and once we had a strong vision, we knew how teasers could look as we were establishing the brand for this album. We started rollout with some teaser videos teasing out new music / a first single along with a photoshoot on location at an amazing object gallery called Tihngs in Ridgewood, NY. We focused on highlighting objects that felt like the could be in a home to start to poke at the domestic / home theme we were going for as well as teasing out feelings of confinement/being under a miscroscope. This round of creative started to bridge the imagery between objects and people as well how they are contained.
“Gale Winds” Music Video
I Produced, Directed, Shot and edited a modest budgeted music video for the band so that we had a killer video to promote the first single, as well as video content to use for facebook/instagram advertisements.
Single Artwork
The band planned to release a number of singles ahead of time so we used items from the photoshoot
as smaller pieces of the whole art direction, as singles are to an album. We focused on key objects that built the mood for
the large album artwork direction. We found ways to visually represent the singles; the conversational nature of “Gale Winds”,
The harsh jagged edginess of “Razor’s Edge” and the more saturated, brighter entry and exit point of “In a room/Out of a Room”.
Single Release show
To celebrate and share the first release we worked on a poster as well as some new merch for the show including
2 color ways of a new shirt design and some bookmarks and stickers along with the show poster.
The Final Album Artwork
We wanted something ethereal - with shadows and a warm inviting light cast against a colder background. The overall feeling was like you were looking in on something from the outside.
Spotify Canvas Rollout
We also relied on some classic 40’s and 50’s suburban stock footage for some on brand Spotify Canvases for every song on the album.
We Turned these into advertisements with text containing where to find the new album etc. and ran them on facebook/instagram.
See More creative Direction Work: