The Script - Freedom Child Album Campaign Amp Visual Creative Review Lighting the Way the Script, Freedom Child Album Campaign

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THE SCRIPT - FREEDOM CHILD ALBUM CAMPAIGN AMP VISUAL CREATIVE REVIEW LIGHTING THE WAY THE SCRIPT, FREEDOM CHILD ALBUM CAMPAIGN

A SHORT EMAIL ARRIVES IN. IT’S FROM brain, a heart, a dove, a pair of angel’s wings MARK, THE SCRIPT’S GUITARIST. “… ALBUM’S and so on. The band were positive, particularly JUST FINISHED, GET OVER TO THE LONDON about the angel wings. They immediately saw STUDIO AND WE’LL HAVE A LISTEN AND the branding potential, across videos, staging CHAT”. JUST LIKE THAT, THE NEW ALBUM and merchandise. We also explored neon light DESIGN CAMPAIGN BEGINS. along with the wings and gradually, the image of a solitary figure on a dark, rainy, urban street When we consider any large packaging and began to emerge. It wasn’t our innocent child identity campaign, we look for a unique image, any more. Somehow we’d settled on a young a special element that will translate and evolve man, our Freedom Child, viewed from behind, across all media. with the angel’s wings on his back. It illustrated our narrative perfectly. At the studio, an excited Danny (O’Donoghue, lead singer) shows us a powerful image on his Now came the challenge of creating and phone. It shows a young girl, standing facing shooting the image. This involved finding the a line of armed police in full riot gear. Danny ideal street, manufacturing a complicated life- says, “So, the album is called Freedom Child, sized set of wings for the angel character and is this girl our mascot?” It’s fantastic but it’ll be making small scale models. Then there was a a challenge selling such a politically-charged difficult night shoot in London’s Petticoat Lane image. The Script’s success hasn’t been built on market – in the pouring rain – followed by lots of grandstanding political statements. We needed digital superimposing in the studio. The results to find a way to communicate the album’s themes were worth it. The final composition glistens of freedom and the right to push back against with down-pouring rain and luminosity - we had oppression, in a graphical but apolitical way. our unique image!

We focused on the word ‘Freedom’ and its This image became our avatar, our identity for the connotations, sharing sketches, doodles and album campaign and tour. We even developed a notions along the way: an open hand, a lotus bespoke neon Vegas-styled typeface, a full neon flower, a light bulb, a line drawing of the human colour palette and various supporting graphics.

STREET'S The neon of the wings allowed us to extend the brand feel on to a range of other icons supporting the theme. These also worked across all formats and media, from sleeve, to SAKE in-store, to stage.

This ad-wall in Shoreditch, London, is 20 metres long by 3 metres high. At the centre of our promotional graphic we positioned the angel’s wings so that people could take selfies with them. Instagram lit up. Selfie Spot

Outdoor Mural

The visual is essential, it acts as an ambassador for the album. As a sound Music Video Branding medium music is inactive until it is played, so our job is to make sure it can speak for itself, even when it’s silent. With a strong identity, versatile enough to work across diverse applications, Freedom Child can be noticed and recognised from t-shirts to shop windows, from bus shelters to websites, right through to the stage set seen by the audience before the band go on to play.

Website Design

No.1 Album in UK In-Store Window Display

Bespoke Font Design Instrument Branding Merchandise

AMP Visual have done a phenomenal job on Freedom Child. The lengths they go to, and WITH AN AUDIENCE, YOU the sheer passion for completing a vision in full, are what sets them apart from the rest. They don’t just run with an idea, they fly. They have always been an integral part of our design team, SHOULD CONNECT WITH bringing our visions to life and also taking us in directions we never envisioned ourselves. AMP are true collaborators in every sense of the word and we love working with them. AMP VISUAL Danny O’Donoghue The Script [email protected] I have worked with AMP Visual since 2014 and they’ve always been incredibly dedicated to + 353 1 633 7644 producing work of the highest standard. AMP are very collaborative with both artist and label AMP VISUAL CREATIVE AGENCY and consistently deliver everything we need 68 PEARSE STREET ahead of our tight deadlines. DUBLIN 2 IRELAND Bec Adams Senior Marketing Manager, Columbia Records. WWW.AMPVISUAL.COM