EDITORIAL | FILM | SOCIAL | OOH
Bad Bunny: Wear What I want
Bad Bunny is arguably the biggest recording artist in the world. In 2020, he was the #1 most streamed artist on Spotify–globally. For the release of his sophomore album titled YHLQMDLG (an acronym for “I do what I want”), we created a campaign as eclectic and multifaceted as the artist himself.
Inspired by the broad range of genres and sounds on the album, we built a campaign around 5 bespoke photography sets and custom looks that personified 5 key songs on the album. The campaign extended across social, OOH, outdoor, and media/editorial. We released the images in the week leading up to release, teasing the 5 key songs and creating buzz around the soon-to-be released album.
CREDITS
Creative Directors: Kenia Perez, Shannon Ross
Art Director: April Pascua
Producer: Cynthia Angel & Gabija Blake
Production Co: DLA Films
Social Film: Happy Monday
Original Concept: ShaKen Creative
We partnered with local photographers, stylists, and fashion designers in Mexico City to create the 5 bespoke looks & sets that made up the campaign.
Each extravagant look embodied the sound of a song on the album, from raw Puerto Rican perreo, to trap rock, and sad boy vibes.
Each photo was paired with a bespoke branded banner with the name of the album & song
