Khush's Design Portfolio

Art Direction

PAGE CONTENTS

- Jords “Swings & Roundabouts” EP Creative

- Winnie Raeder “I Never Danced” Live Performance

- EMI Records Conference Reel

JORDS

SWINGS & ROUNDABOUTS EP

— PROJECT NAME

JORDS

"Swings & Roundabouts"

EP Campaign


— ROLE

Art Direction

Commissioner


— DATE

June 2022


Jords came to us with Wiley's "Playtime Is Over" cover art as a starting point to use as an underpinning reference for the entire creative campaign. 



I'm an intentional creator and I love being able create art and content that is strong enough to stand-alone but also make perfect sense when put together.

Concept Sketch

We’ve used the collage method at several points for previous singles & felt like that might grant us the flexibility to incorporate different elements that each tell a different story. The example on the right was a part of the exploration + ideation phase on how we’d go about visualising Jords' journey “from spirit to ego”. Spirit embodies the childlike nature and energy from his younger days and ego is the tough exterior he developed growing up.


The collage method also allowed us to integrate visuals that touched on his previous music and his Jamaican roots.

Concept to Design

We commissioned talented collage artist and animator Georgia Pedley to explore a couple of artwork options using baby pictures of Jords in conjunction with images of him in the present day to highlight that journey from "spirit to ego".


Jords – Swings & Roundabouts Artwork


We decided to Incorporate the “Between Spirit and Ego” tagline to add context & better frame the collage.


We also commissioned Georgia to animate the artwork in 3 different styles that we’d use across social media and YouTube.

WINNIE RAEDER

“I NEVER DANCED” LIVE PERFORMANCE

— PROJECT NAME

Winnie Raeder

"I Never Danced"


1x Live Performance Visual

1 x Visualiser

1 x Artwork


— ROLE

Creative Direction

Art Direction

Co-Direction

Set Design


— DATE

September 2022


"I Never Danced" was a stand out on the live show at the Troubadour, and her story about the song naturally influenced the creative direction of this campaign.


It was when she was dating her now girlfriend, who grabbed her in the living room for a spontaneous dance to their favourite song – in that moment Winnie realised she'd never actually danced in such a goofy yet intimate way, all for fun, so had this moment of feeling inadequate and silly.


This story helped us inform the cosy, ambient, intimate look and feel on set. We almost wanted to take ourselves back to the scene where it all unfolded.


Production Company: Firmative

Director: Dumi Siwo

Producer: Daniel Evans











Winnie Raeder “I Never Danced” Artwork by Khush

Photography by Gray Lee Brame


Description text underneath an image

Description text underneath an image

EMI SHOWREEL

UMG AUTUMN 2022 CONFERENCE

— PROJECT NAME

UMG Autumn 2022

EMI Conference Reel


1 x Showreel created by Whitecoat


— ROLE

Creative Direction

Production


— DATE

September 2022


We commissioned Whitecoat to put together a showreel for an internal conference we do every year at Universal Music. The objective was to highlight the successful roster of artists at EMI, both existing/legacy and upcoming/emerging.


The first section comprised of a Hero Montage that very succinctly weaved through the talent we've worked with over the year (Elton John, Katy Perry, Metallica, Justin Bieber and more) using exciting clips, carefully selected from different music videos and shows.


The second section comprised of our Artist Spotlight which focused on the new talent we're most excited about.



PROCESS

- A base edit of all of the content was created with an order and footage that was carefully selected to bring out the most impactful moments.

- Transitions, overlays and other illustrative elements were used to tie it all together.

- The elements mentioned above took inspiration from the interior decor of the office, put together by Hattie Stewart.


Production Company: Whitecoat



Hero Montage

First Section

Artist Spotlight

Second Section