The creative direction leaned into a grunge, burnt-paper aesthetic with a rock-star undertone, responding directly to the brief and the tone of the music.

Torn textures, distressed surfaces, and heavy grain were used throughout to give the artwork a worn,visceral feel, as if the visuals themselves had been lived in. This treatment allowed the artwork to feel aggressive and emotional without relying on overcomplicated imagery.

For the Prodigal Son cover, PS Hitsquad is presented in a stripped-back, confrontational pose, partially obscured by texture and shadow. The distressed layers frame the artist rather than overpower him, reinforcing themes of resilience, identity, and return. Typography was intentionally rough and imperfect, sitting naturally within the torn textures and reinforcing the rebellious, unpolished tone of the project.

The Hot Topic single artwork extended the same visual language but pushed it further conceptually.The close-up portrait, muted tones, and taped-mouth detail introduced a sense of tension and commentary, aligning with the track’s subject matter. By maintaining the same grunge treatment and paper-tear motifs, the single artwork remained clearly connected to the mixtape while standing strong on its own.

Motion assets were developed to bring the artwork to life across digital platforms. Subtle movement in textures, grain, and overlays helped enhance the atmosphere without distracting from the core imagery. This ensured visual consistency between static and animated assets, allowing the campaign to feel cohesive across streaming services and social media.