If history has one consistent narrative, it's change.
RELENTLESS RECORDS came to us with the new HEADIE ONE release MUSIC X ROAD, a body of work that speaks of Headie’s life pre and post his signing. The brief was to create a striking and versatile campaign that spoke both about the music and genre of Drill while ultimately creating a strong personal to Headie for his audience.
The Balaclava has become synonymous with the genre of Drill
As a point of difference from his contemporaries Headie has always chosen not to obscure his identity. The seed for the creative was born. We developed this idea into a clear mask that Headie would wear for the artwork. The concept was both representative of the scene while leaving Headie’s face unobscured, allowing the personal connection with the audience that Relentless needed.