BROODING, SULTRY SHOOT FOR THE NATION’S FAVOURITE
As the winner of one of the biggest TV shows, Britain’s Got Talent, Tokio Myers is the perfect example of what happens when you don’t follow the crowd. Sony Music asked Fluid to work on Tokio’s upcoming album, Our Generation. The album is an unconventional blend of classical music meets dance and hip hop.
Delivering the campaign and brand identity, our creative direction conveyed Tokio's moody emotional music using bold red and blue tones (a light nod to iconic 90’s cover from Soul II Soul) and a detached but expressive pose that connected with the the audience without stooping to cliché.
Tokio's debut album turned Silver confidently, with over 60,000 sales in the UK.
We were on set to ensure our art direction was perfectly captured. We went through several iterations of the focal concept. Tokio himself was a creative force and consummate charmer.