21 Savage x Y&R

I was put to task to design and rollout a collaboration with hit recording artist 21 Savage. Being able to see a project from start to finish is something I pride myself on.

21 Savage’s persona as a gangster rapper is in line with the rebellious nature of Y&R.

21 Savage’s persona as a gangster rapper is in line with the rebellious nature of Y&R.

I designed all the product as an homage to vintage rap tees. The timing was perfect as the trend was just about to gain legs in our world.

I designed all the product as an homage to vintage rap tees. The timing was perfect as the trend was just about to gain legs in our world.

I chose to simplify the iconic imagery of 21 Savage for a large portion of the shirts so they felt like concert merchandise - also placing major cities around the US on the sleeves.

I chose to simplify the iconic imagery of 21 Savage for a large portion of the shirts so they felt like concert merchandise - also placing major cities around the US on the sleeves.

To rollout the collaborative product we needed a standout campaign. Partnering with Adults Only Bar - we shot the lookbook in their speakeasy fashioned to look like an adult film video store.

To rollout the collaborative product we needed a standout campaign. Partnering with Adults Only Bar - we shot the lookbook in their speakeasy fashioned to look like an adult film video store.

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Dimly lit with retro televisions and bright neon we really achieved a vibe on this one.

Dimly lit with retro televisions and bright neon we really achieved a vibe on this one.

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21 Savage’s persona as a gangster rapper is in line with the rebellious nature of Y&R.
Dennis Morris’s punk photography speaks to the rebellious