Pure moments

The Vaccines are one of Sony Music's most remarkable bands. For the worldwide release of their album "What Did You Expect from The Vaccines?", the studio led art direction and design across the LP, CD, the four lead singles and the full promotional campaign, from billboards across the city to features in Mojo, NME and the leading music press. The brief was a visual identity that could last, recognizable and deliberately non-trendy, so it would still feel right years later. The concept: "pure moments". Images that don't just show a scene but ask questions, what happened here, what comes next, what is this person thinking. Incomplete, ambiguous, a little magic-realist, harsh but poetic. Each cover captures a moment you carry with you forever, the kind that makes your stomach tickle or that you'd rather forget but can't. Working closely with the photographer on concept, cast and locations, we built covers you keep looking at while the record plays.*Featured work at Behance