Olly Murs is one of the biggest artists to come from the X Factor and with the success of his first 3 studio albums he has transcended his talent show label to become one of the UK’s biggest and best liked pop stars. For the fourth album Sony Music asked Fluid to create a campaign “a step up from anything that has been seen before by Olly fans.” Fluid achieved this visually by reflecting how Olly has grown as an artist. His artistry, style, and perceptions have all matured and these elements are portrayed through cooler and calmer, slightly retro graphics alongside simple, classic, mainly black and white photography – all influenced by high fashion, editorial design and inspired by magazines such as GQ and Esquire.