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ministry of sound chilled II album

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  • Ministry of Sound Chilled II Album
    Concept, Art Direction
  • Brief: 
    Ministry of Sound Anthems & Chilled Anthem series are both very successful so continue the series but with a fresh take on each one. The look and feel is very high end with beautiful still life photography to give an accomplished feel

    Solution: 
    The previous Chilled Album was more static and shot in a studio with beautiful lighting.
    Tying in with Ministry of Sounds heritage imagery of decks in water, we decided to drop a metal logo into water. The trick was to drop it in upside down, then flip the image so it appears to be a very heavy object floating out of the water, as if hoisting the titanic out of the water. All the water seems to gush out of the hole and drip off the edges and it feels very dramatic. Fold7 created the logo and used it for the gorgeous TV ad spot (see below). Lovely work from them again.

    Role I played: 
    Conceptualising, Art Directing (with Simon Moore from Baby)

    Credits: 
    Photography by Jonathan Knowles, original concept for Anthems range by Simon Moore, TV Ad Spot by Fold7.
  • Photography by Jonathan Knowles
  • Photography by Jonathan Knowles. The heavy metal Ministry of Sound logo was dropped in upside down, then the image was flipped to get the weightless effect
  • Photography by Jonathan Knowles. The heavy metal Ministry of Sound logo was dropped in upside down, then the image was flipped to get the weightless effect
  • Photography by Jonathan Knowles.
  • TV Ad spot expertly directed by Fold7. Beautiful
  • Photography by Jonathan Knowles
  • Photography by Jonathan Knowles