THE ASK

Create a new creative breath to 89 The Bainchild’s brand for the release of his new mixtape NIGHT LIVES.

THE INSIGHT

“Night Lives” is larger than an album, it is a overarching concept based on overlapping nocturnal cultures.

As you listen to NIGHT LIVES, you begin to see a picture of a diverse subculture full of participants with varying morals, temperaments and goals who have to navigate these ever changing conditions to achieve happiness.

I wanted something that highlighted the polished considered sound of the project while featuring the raw tension the subject matter creates.

THE CONCEPT

Introduction to Neo Adult Contemporary

Born at the edge of the new millenium, equally influenced by new & old ideas, a new kind of adult emerged. This subculture exists in a balanced duality. They are able to understand and utilize the new ideas created during the digital age but they view them through analog frames. I call this new niche Neo Adult Contemporary.

The first step was to visually identify what the look and feel for this concept was. What does a refined cyberpunk look like?

To achieve a look that aligned with the main visual concept we pulled references from streetwear
brand Kith’s 2023 Winter offering & Robert Pattinsons February 2022 GQ feature.

Both of these shoots spoke to the duality of the NAC ( Neon Adult Contemporary)

Analog ideals &
Digital concepts