Abra Cadabra x Headie One x Bandokay - Local
We led the creative direction and artwork for Local, a collaborative release by Abra Cadabra, Headie One, and Bandokay
Year
2022
Industry
Music
Services
Music Design
Client
OFB Management
We led the creative direction and artwork for Local, a collaborative release by Abra Cadabra, Headie One, and Bandokay.
The project extended beyond cover art, forming a full visual rollout across social media assets and large-format billboard placements to support the release.
The concept for Local was rooted in authenticity and place.
We art-directed the shoot in collaboration with photographer 730 Studio, capturing imagery on Mount Pleasant Road in Tottenham, an iconic strip closely tied to the artists’ upbringing and the cultural context behind the record. The location choice was intentional, grounding the artwork in real environment rather than abstraction and reinforcing the title Local as both a statement and a setting.
Visually, the artwork was treated with a strong red overlay, referencing OFB’s recognisable brand colour while also injecting urgency and intensity into the composition. The red motion streaks introduce a sense of speed and movement, echoing the pace and energy of the track while creating a striking contrast against the darkened surroundings. The overall grade was pushed darker to align with the Halloween release window, giving the artwork a moody, nocturnal tone that elevated its impact across digital and physical formats.
Typography was kept bold and minimal, allowing the imagery to carry the narrative while ensuring legibility across streaming platforms, social media headers, and billboard executions. The composition was designed to scale seamlessly, maintaining clarity whether viewed on a phone screen or across a large outdoor placement.
Rollout & Assets: Beyond the core cover art, we developed a suite of promotional assets including “Out Now” social visuals, streaming platform headers, and billboard-ready formats. Each asset retained the same visual language, ensuring consistency across touchpoints while maximising visibility during launch.
The release was supported by a cohesive visual campaign that translated effectively across digital and physical spaces.
The artwork strengthened the connection between the artists, the music, and their local roots, helping position Local as a culturally grounded release with strong visual identity. The project demonstrated how thoughtful art direction and environmental storytelling can elevate a single beyond cover art into a recognisable, location-driven campaign
