MIYAVI

Studio Herrström was approached by the Japanese guitarist and singer-songwriter MIYAVI to create a holistic release journey across various touchpoints with his fanbase to promote his upcoming single, “Broken Fantasy”.

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Together with LA-based photographer Evers, a dark and bloody art direction was developed to provide a contrast during the festive season when the release plan began. Mysteriously appealing teasers, combined with sharp typography (Vengeance Serif) paying homage to the samurai guitarist, led to hints and led to an invite-only secret release show called “Tragedy Of Us” at the famous Roxy Theatre in West Hollywood.

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Elements from the teaser were incorporated as live visuals during the actual show. Various merchandise pieces translated the created identity into physical space, leading up to the design of the digital single cover.