Revolutionary and incendiary Grammy award-winning hip hop artist Lupe Fiasco asked us to create
the campaign to support his third album, LASERS, which was inspired by a manifesto that calls on fans to take steps towards positive change. LASERS, an acronym for Love Always Shines Every time Remember to Smile, is also a symbolic representation of his fans, whom he sees as illuminating beams that can cut through the darkness of hate and ignorance.
Our challenge was to translate this message into an iconic, thought-provoking visual statement.
We developed a multi-layered concept with a white neon sign saying LOSERS on which we spray painted an “a” over the “o,” changing the word to LASERS. The action of changing LOSERS to LASERS was a empowering gesture that spoke to the transformative moment of rebellion, agency and empowerment.
LASERS was released to critical acclaim in March 2011, debuting at No. 1 on the U.S. Billboard 200 and on iTunes. The album art was featured in Print magazine and on multiple design blogs.