Jason Derulo Outdoor Advertising
- Client: Warner Music
- Skills: Digital, Outdoor
Jason Derulo is a singer/songwriter currently signed to Warner Music. To support the continuing success of the “Jason Derulo” album and increase profile in key demographic areas throughout London, I was approached to create an impactful outdoor campaign, comprised of backlit 350 posters/12 sheets, and an Ocean Outdoor site, consisting of three 12m LED screens (total 108 square meters) at the Holland Park roundabout in London.
My approach was to create artwork that had synergy with the current online and offline collateral, but had stand-alone value that maximised the opportunity. As the original album campaign was developed in the US, the poster style was developed with a view to unifying some of these disparate elements, keeping the styling consistent throughout. The tone is bold and confident, positioning the artist and the album as such.
With the digital screens, in this case was ‘less is more’. The idea being that the real impact was the artist himself, without the need to qualify him based on the usual messages supporting a release. Using all three screens to form one continuous image gives the art huge impact and staggering visibility. The key – and only – message is the artist’s name, therefore traffic going past has less to process and the communication has more impact.