Case Study 001
Creative Direction - Art Direction - Design - Copywriting - Filmmaking - Editing
SoundCloud came to us looking to diversify their outreach and expand into fashion. I researched and developed a deep understanding of the SoundCloud user base and audience, and created a full-fledged brand and story that would relay through “artist merch”, the cultural importance of a platform like SoundCloud.
A SoundCloud and GRVTY Collaboration
“Pure & Wondrous Sounds”
In 2020, I creative-directed and art-directed SoundCloud’s first ever foray into the fashion space, a collaboration with GRVTY.
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It is March 2020, New York City. We are about 30 minutes into our first call with SoundCloud discussing our upcoming clothing collab. Introductions and pleasantries have been graciously exchanged when a member of the call cautiously mentions the ominous news coming from overseas and if there is a contingency in case we can not proceed with the rollout and prospective dates of our release.
“I don’t think it will be that serious honestly”, another member of the call asserts.
“We’ll cross that bridge when we get to it if we ever do” is where we leave it before moving onto exchanging brand ethos and initial ideas.
The concern does not dampen the excitement and electricity in the group.
Introducing…
We agree to collaborate with SoundCloud because we actually use the platform. It is a gateway for us to discover some of our favorite new artists and hear our friends’ unique mixes. SoundCloud is DIY, just like us, and we want to create a collection and overall project that reflects this ideology and also celebrate the power of music in effecting lives for the better.
An important note, for context, is that this entire project is created during the beginning of the pandemic. Thus, the solitude of quarantine has us reflecting on our sanctuaries, salvations and where we find solace.
Orlando and I share playlists, and through the ideation and design process, I am buoyed by my favorite music, new and old. I can hear the distinct rhythms of Dancehall tunes from my neighbors and booming vocals of Biggie’s “Juicy” from passing cars on the street outside my window in Brooklyn.
We are still here and we are all going through it and the first notes of our “Pure & Wondrous Sounds” collection begin to take form.
“Pure & Wondrous Sounds” Lookbook
I absorb and synthesize the ideas and inputs of a multi-person creative team and conceptualize, direct and design a finished collection that unifies and builds on the visions of an entire team. We collectively settle on a 7-item collection of visually engaging products featuring bold messaging consistent with the visual identity of GRVTY, utilizing the brand colors of SoundCloud, and unified under an overall idea of hope and unshakeable optimism.
Liner Notes
Booklet
As kids of the 90’s and growing up in the 00’s, we have strong nostalgia for ripping open new CDs and flipping through the liner notes in the booklet, finding all the niche info stored in the small print, the smell of the paper, admiring the artwork, the art direction and effort from our favorite artists and their teams.
For this release, we create 4.75” x 4.75” physical lookbooks made to fit any CD jewel case that is included with all purchases. The manufacturer is selected by Orlando for their work with the MoMa to ensure that the premium experience of opening the booklet, and the overall quality, impresses upon customers the care we put into this collection and experience.
An Acrylic Preface
As part of the physical experience of this collection, we create an acrylic letter that we include with all purchases, tying to our original purpose of delivering something tangible, from two companies that usually provide something you can only feel.
It is bold, it stands out, and is a memorable souvenir not easily tossed aside. It is meant to last, to be looked at, to be savored.
The sc-X7000 Sound System
Our visual piece for this collection envisions Sound as an entity, springing forth from our sc-X7000 into the present day, born into a strange nuanced world. Unsure of their purpose and confused with their existence, all Sound understands is that they can never, ever be silent.
Concept by: MARSHALL TAN // Produced by: ORLANDO URBINA // Directed by: MARSHALL TAN // Filmed and Edited by: ORLANDO URBINA // Starring: NAPPYNAPPA // Soundtrack: ARIMA EDERRA + ILA ORBIS // VFX: DANIEL MANGOSING // Assistant: TYROUS MORRIS
Behind The Scenes: Making Our sc-X7000 Sound System
A side road exploring in a little more visual detail the actual construction of our sound system.
The Remix…
We reach out to some of our favorite photographers to take our “Pure & Wondrous Sounds” collection and show us how they see it:
Sam Balaban
Subject: Danie Sierra
Location: Brooklyn, New York
Aidan Cullen
Subject: Jean Dawson, Rockstar
Location: Los Angeles, CA
Elizabeth Wirija
Subjects: GoodFaith, DJ duo extraordinaires
Location: Brooklyn, New York
Select Press:
The Fader: “SoundCloud and GRVTY team for new fashion collection”
Input Mag: “SoundCloud dreamed of getting into fashion. GRVTY made it happen.”
HighSnobiety: “SoundCloud Steps Into Fashion With New Clothing Collaboration”
Hypebeast: “SoundCloud Introduces Merch and Apparel With GRVTY Collaboration”
Nylon: “SoundCloud Launched A Fashion Line With Emerging Designers”
Bonus: “Unusual Origins”
In an unreleased 2nd visual piece for our “Pure + Wondrous Sounds” collection, and incensed by the horror we no longer live in a world that is affected by truth, I want to re-imagine the origin of the sc-X7000, not as a sound system created by 2 people for the purpose of a clothing release, but as an ancient alien obelisk device that has ties to this world and older than anyone realizes.
Just go along with it, people. After all, there isn’t any evidence this ISN’T true ;)
Very proud of this one.
Concept by: MARSHALL TAN // Produced by: ORLANDO URBINA // Directed by: MARSHALL TAN // VFX and Animation by: DANIEL MANGOSING // Original Score by: ILA ORBIS