‘How to Ruin Your Life’ is Paris Youth Foundation’s Debut Album. It is the centrepiece of a larger campaign and the culmination of years of hard work. I was comissioned all creative aspects of each release during the campaign. From the artwork to, music videos, promotional content and more.
I wanted to create an immersive visual experience, connecting narratives around each track. Capturing the imagination of the existing audience and new listeners.
To link the themes throughout the record we decided to create a mythical ‘How to Ruin Your Life’ nightclub, providing an anchor and centre to the story of a broken relationship.
The name of the ‘nightclub’ and the title of the album was designed and produced as a neon sign for the shoot. We sourced our location and gained access to a building soon to be demolished.
This made for a perfect scene and allowed us to create incredible imagery and footage. Producing a powerful bank of assets that would be used for promotional content and vinyl sleeve artwork.