Mercury Prize
I led creative direction for Hyundai’s sponsorship of the Mercury Prize. The creative language needed to tell the story of Hyundai’s nurturing of new music talent in the UK and Ireland, and to present something creatively distinct from previous years’ awards. Both the automotive and music industries are progressive and future-focused, and I realised that the designs needed both to carry a sense of momentum and spotlight moments of disruption and creativity.
Client
Hyundai
Services
Concept Copywriting Creative direction Campaign roll out
Media
Photoshop After Effects Cinema 4D
Create a framing device to unify diverse album art and musical genres Keep music at the heart Honour the individuality of the musicians
The campaign was distinguished by a generative ‘sound wave’ pattern, which could be adapted to produce an infinite number of variations. This meant that every campaign asset could carry a unique sound wave pattern. Paired with a tonal palette and modernist typeface, the campaign designs felt mechanical enough to sit with Hyundai’s brand, whilst capturing a sense of innovation for the music awards.
