Overplan but
don’t overthink
If the idea feels right, it is. Lock it down and protect it.
ADIDAS NEO
JUSTIN BIEBER
All About the Music

It starts with a truth told in the most authentic way possible. For Justin Bieber, it’s all about the music. You don’t get here on luck. It takes relentless passion, focus, and hard work, coupled with the ability to stay on-point in the midst of chaos, temptation, and distraction.

We illustrate the passion and dedication that got him where he is by inviting the consumer into the creative zone, from musical inspiration to drive and focus in the studio.

We expect parameters and constraints. For this job, we had a single day of shooting to get all the marketing assets needed for a global campaign: a robust story, authentic at all touchpoints, and a ‘money can’t buy’ experience for his fans. It was a hell of a day, but we managed to keep Justin smiling and had some good laughs ourselves.

  • Campaign hero imagery
    [photography: Kenneth Cappello]

  • Campaign hero imagery
    [photography: Kenneth Cappello]

  • Layout
    [photography: Kenneth Cappello]

  • Top: Layout; Bottom: Campaign hero imagery
    [photography: Kenneth Cappello]

  • Layout
    [photography: Kenneth Cappello]

  • Behind the scenes video

     

    Behind the scenes video
More Work