We created a stylised 'graphic novel' styled world for the Encore boys to exist in. This was the overarching creative that ran through all elements of the campaign. Different parts of the story were told in the visual for the single sleeve and then the themes and ideas continued in the video.
The urban world we created was intended to be reminiscent of Blade Runner or Total Recall and the backgrounds we placed the boys in were inspired by song titles from the album. When all the images came together in the album artwork booklet it formed a story made up of chapters much like a graphic novel.