Develop a full print and digital campaign around the launch of Jay Z’s new fragrance, Gold. Having worked with Jay in the past on the launch of his original signature shoe line, the Reebok S. Carters, and the launch of his Rocawear 9IX Fragrance, Michael knew the level of creative Jay Z expected.
DSTLLRY pitched two campaigns for Gold. The first was a simple formula: A+B = Gold. You could call it Jay Z’s formula for success. The second creative direction was around sound frequency. People have debated whether Jay Z’s music has a special sound that makes his hit tracks turn “Gold.” Could that frequency be the same as Gold? We will never tell his secret.
Client: Jay Z Role: Creative Director Agency: DSTLLRY