50 & Forever
Art direction and design for Amazon Music’s year-long celebration of Hip-Hop.
Creative direction — Trevor Eld
Strategy, logo - Droga5
Art direction, design — Chelsey Scheffe, Laemy Darisme
Motion — Xinran Wang
Design program manager — Kovalski Jacques
Proof of concept
Immediate, expressive, real, lasting
proof of concept
“The creative direction draws from the core principles of Hip Hop. It evokes the directness and resourcefulness that the culture’s creators have embodied over the previous 50 years, and which drives it forward in perpetuity.”
Trevor Eld, Creative Director
Proof of concept
In our research, we noticed common motifs like bold typography, wheat pasting, collaged imagery, and strong black and white photography. That resourceful spirit of the genre comes through in the visuals of respected hip hop artists, past and present.
proof of concept
This is a space that has historically been appropriated so the visual tone needed to be carefully considered, honoring and taking a back seat to those who built it.
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More work
