CLIENT:
WEALTH DISTRO/PERCY PARK | QUINTELLII ALBUM DIRECTION (2024)
ROLE:
ART DIRECTOR, CREATIVE PRODUCER, GRAPHIC DESIGNER, FILMMAKER
THE WHY:
Quintellii’s management sought to reposition his branding, suggesting a reboot that would better reflect his authenticity while striking a balance between avant-garde artistry and commercial appeal. The task was to craft a compelling visual identity that aligned with the deeply personal journey of his debut album while ensuring it resonated with audiences across diverse platforms. To spearhead this transformation, I was approached to lead the creative charge.
EXECUTION:
Through extensive one-on-one conversations with Quintellii, I immersed myself in understanding him as a person and the emotional journey of the album. This collaborative process became the foundation for every creative decision. For the album’s visual identity, I aimed to use a digital mixed-media approach—merging studio photography, digital art, and AI-generated imagery—to reflect the intricate layers of Quintellii’s experience. The final cover art captures his struggle to reconcile raw, complex emotions with the artificial mask he felt compelled to wear in order to find acceptance in his world. The surreal yet emotionally resonant visuals, featuring symbolic elements like a lamb, angelic motifs, and shadowy figures, encapsulate themes of innocence, redemption, and introspection while setting the tone for the deeply personal journey of “Leave! You Have My Blessing.”
IMPACT:
The visual identity I crafted for Quintellii's album, Leave! You Have My Blessing, played a key role in its widespread success. The digital content accompanying the album achieved over 1 million views across platforms, while the album itself and singles has garnered over 2.1 million streams on Spotify alone. It also reached the Top 20 R&B Albums on Apple Music, cementing its cultural and commercial impact. Standout tracks like “Rent Free” and “Open Letter” amassed hundreds of thousands of plays, showcasing the album's ability to connect deeply with audiences. The cohesive visual campaign amplified Quintellii’s avant-garde artistry, blending raw emotion with commercial appeal to achieve exceptional results.
