Bastille
“We’ve always been fascinated by that tension between the desire to escape your life and the reality of having to confront things.”
The Challenge
What We Did
Result
Client
EMI
Discipline
Graphic Design
Motion Design
Social Content
The world of music is vast. Bastille, on their fourth studio album release, needed to create something better and more inclusive. For them, the fan base was already there, so they were faced with the challenging task of keeping them engaged and newly inspired. How does this album differ from your last three? Is it still relevant? Is it different enough to be interesting, but true enough to the band to keep fans loyal? Enter, RETOLD.
Understanding that Bastille have such a strong vision for their art meant that we knew how closely we needed to work with them and their label EMI on the marketing for this campaign. From concept to delivery, ideation and creation, we collaborated on it all.
In order to challenge the consumers’ perception, we created a ‘fake brand’ based on the idea of ‘fake news’, set in a dystopian future called ‘Future Inc’. Strategising together with the clients, we came up with the best approach to tell the story of ‘Future Inc’ and form the world surrounding it. A world so believable that fans could become immersed and excited for the album. We created album teasers with incredible fan engagement (STATS). Identifying how symbiotic the visual and musical side of this project was, we created onstage visualisers to bring the ‘Future Inc’ world into reality.
Cohesion, vision and strategy were the key ingredients in this project to fulfill the mission of making this album release their best yet.
‘Give Me The Future’ became No.1 in the UK Albums chart, and spurred a huge peak in fan engagement. STATS. Our design partnership on this project led to us also designing and creating the MTV Unplugged Album for Bastille.