ROLE:
Creative Direction, Copywriting
CONCEPT:
Yung Lean is an improbable 16 year old rapper from Sweden. He's obsessed with sadness as an aesthetic, 90s computer culture, and Arizona Iced Tea. The Arizona bit might be lost in translation.
When I came across Lean, his most popular video had roughly one thousand views. I worked with him on Unknown Death 2002, his debut album, offering creative direction and media planning. By the release of the album, the first single "Hurt" garnered two hundred thousand views on Youtube. His album got 100,000 streams in the first week. On the day of release, mentions of Yung Lean or Unknown Death 2002 occurred every 5 seconds on Twitter. A collaborative hat with Мишка, sold out within an hour of initial posting. The hat, originally priced at $32, has sold for up to $200 on eBay, cementing Lean's status as a bonafide Internet sensation.
EXECUTION:
Creative Consultation, Art Direction (Merchandise), Copy
Creative Direction, Copywriting
CONCEPT:
Yung Lean is an improbable 16 year old rapper from Sweden. He's obsessed with sadness as an aesthetic, 90s computer culture, and Arizona Iced Tea. The Arizona bit might be lost in translation.
When I came across Lean, his most popular video had roughly one thousand views. I worked with him on Unknown Death 2002, his debut album, offering creative direction and media planning. By the release of the album, the first single "Hurt" garnered two hundred thousand views on Youtube. His album got 100,000 streams in the first week. On the day of release, mentions of Yung Lean or Unknown Death 2002 occurred every 5 seconds on Twitter. A collaborative hat with Мишка, sold out within an hour of initial posting. The hat, originally priced at $32, has sold for up to $200 on eBay, cementing Lean's status as a bonafide Internet sensation.
EXECUTION:
Creative Consultation, Art Direction (Merchandise), Copy
