Project Background

When the music industry giant Red Bull invited Paul Wall to participate in their prestigious Red Bull Studio Sessions, it marked a unique opportunity to delve into the behind-the-scenes world of music creation. Red Bull Studio Sessions aimed to document the inner workings, achievements, and challenges faced by various music artists during their creative process. Realizing the distinct nature of this project, Based Creative embarked on a mission to create a distinctive album cover, diverging from the styles they had previously employed for Paul Wall. The objective was to capture the essence of the Red Bull Studio Sessions by delving into the seldom-seen facets of an artist's life while paying homage to Paul's Houston roots, incorporating elements of family, friends, and the underground music culture of Houston.

Our Creative Approach

At Based Creative, our creative process thrives on collaboration and the generation of myriad ideas. We recognize that the true essence of design lies in the countless concepts and brainstorming sessions that often remain unseen by the public. As devoted comic book enthusiasts, we found inspiration in an old GI Joe comic featuring an underground secret base, a concept that resonated with us. Given that Houston boasts a little-known nuclear bomb shelter beneath its downtown post office and the album's title, "SubCulture," we saw a perfect fit. Our vision took shape as we brainstormed ways to fill the shelter with elements representing our culture, friends, and family. We also incorporated subtle references to some of Houston's most iconic figures, adding an extra layer of depth to the artwork.

Creative Execution

To bring our vision to life, we meticulously designed the album cover, infusing it with elements that celebrated our culture, music, and the Houston community. The underground shelter concept served as the central theme, with every detail carefully crafted to tell a story. Hidden Easter eggs paid tribute to local icons, creating a rich narrative within the artwork.

Supporting Elements

To bolster the album's release, we designed a range of social media images and videos that showcased the music and various elements within the artwork, building anticipation and engagement among fans.

Limited Merchandise

In addition to the album cover, we extended our creative touch to limited-edition merchandise, including custom skateboards, socks, t-shirts, and sticker packs. Each item was designed to resonate with the album's theme and foster a deeper connection between Paul Wall and his fans.

Conclusion

Our collaboration with Paul Wall and Red Bull Studio Sessions was a testament to Based Creative's commitment to pushing creative boundaries and delivering designs that resonate deeply with both artists and their audiences. By embracing the unique nature of this project, we crafted an album cover and merchandise that not only reflected Paul Wall's Houston roots but also celebrated the rich culture and history of the city. This case study showcases our dedication to creating immersive visual experiences that transcend traditional design, leaving an indelible mark on the music industry.

What we did