I Decided (Album Campaign)

CREATIVE DIRECTION, CONCEPT & STRATEGY ©2016-17

Big Sean's 4th studio album, "I Decided" was based on the story of an older man who get's a second chance at life, and is reincarnated to live through Sean. To contrast the previous album's aesthetic, Mike utilized light and color as symbol of new life. This concept is carried throughout the album campaign, executed within photography, video, merchandise, and live performance. Mike spearheaded all creative and visuals throughout the course of the campaign. The album debuted at #1 and has several accolades and certifications, including over one million units sold.

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