Artwork and launch campaign of debut album, 'Defiance' by my band Woodstock Mafia. Formed in 2011, we began production in early 2013 and launched the album in September 2013. The process was entirely crowd-sourced, as we rallied friends and fans to pre-order a copy which allowed us to fund the production. I pushed myself to achieve the retouched key visual, as well as art direct the sleeve photo shoot. Geurilla art and aggressive social media marketing encouraged fans to submit photos of their copy when it arrived and we played sold out shows across South Africa. 'Defiance' received critical acclaim including 3/5 stars from Rolling Stone magazine.
Creative Direction: Woodstock Mafia
Art Director: Owen Ingarfield
Photography: Christine Gouws