Sony Music and Syco Music commissioned Fluid to create the global campaign identity for the launch of boy-band One Direction's second album 'Take Me Home'. The sleeve designs for the aforementioned album and single 'Live While We're Young', utilised the photography of John Urbano, as did the design of the scrap-book style collectors edition which featured an Augmented Reality picture book.
Fluid also used digital initiatives and teamed up with Incremental to build momentum pre-release, with an online countdown calendar, releasing new content daily in an advent calendar style. This existed in tandem with a digital 1D Postbox where fans could post messages to be read out on a scheduled date by the boys. It was also a privilege for Fluid to be asked to get involved with 1D's comic relief single for charity, 'One Way or Another' which featured photography from John Wright.