Commissioned by Field Trip Records and Capitol Records, Turn Up presented an opportunity to translate the raw, unfiltered energy of early 2000's rap culture into a modern visual form. Drawing inspiration from the soundscapes of Soulja Boy and Chief Keef—artists who defined an era of DIY innovation and digital rebellion—the creative direction aimed to mirror that same spirit through bold color, texture, and motion. The final artwork channels a nostalgic yet forward-facing aesthetic, merging lo-fi grit with contemporary design sensibility to celebrate the unapologetic energy that shaped the track’s identity and the culture surrounding it.

CRISS CROSS came together through my usual creative process — first immersing myself in the music before building the visual world around it. PRADI sent over the instrumental early on, which sampled Lady Gaga’s 2011 hit Bloody Mary, a track that had resurfaced during the rise of Netflix’s Wednesday in 2022/23. As the show gained traction, fans began creating viral TikTok edits of Wednesday’s dance using the song, which became the foundation of inspiration for both the record and the visual direction.

To reflect that energy, I kept the color palette minimal — dark purple, black, and white — allowing the visual elements to take center stage. Skulls, sharp forms, and eerie textures were used to capture a haunting, Halloween-inspired atmosphere. PRADI’s photo was placed into an AI-generated forest environment to fully immerse him in the world of the track. After several drafts, everything came together naturally — resulting in one of my favorite album campaigns I’ve been a part of.

Some covers made for artists + art for SoFaygo, Ken Carson, Destroy Lonely, Rich Amiri + more.