SOULWAX – ANY MINUTE NOW（Record Jacket）
The soulwax campaign was created as a reaction against the usual formula that most major record labels use for promoting artists and their music. I was bored of posters, adverts and record sleeves that simply used photography or illustration, with a band logo and release date etc.
I felt it was far more powerful to create imagery which would not convey information immediately, but would cause the viewer to pause and think about what they are looking at.
I strongly believed that for every person that may simply ignore what they saw, another 20 or so would decide to take a longer look and explore, (which is far more powerful and memorable way of communicating). I wanted to tap into the general publics natural sense of curiosity and respect them enough to believe that they do not have to have information delivered to them in such an obvious way all the time.
This was not easy to convince the client at first, but when the first results developed they were very brave and totally supported me 100%.