Swagger Jagger Campaign.

In January 2011 we were asked to help Syco Music develop a multi-platform brand and marketing campaign for Cher Lloyd, one of the most talked-about artists from last year’s X Factor. Deliverables for the project so far have included a branding device and visual assets, single artwork, mobile app, website, interactive digital media, flyposters, press shots and even her music video – which has had more than 10 million views.

Cher Lloyd branding materialsSYCO Music

The campaign builds upon the label's positioning for the artist as 'The Princess of Swag Pop' and reflects a musical direction which has one foot in urban, one foot in pop. We created Cher's 'Urban Wonderland' – where real life meets illustration, quirky props and fantastical special effects.

Syco were also very keen to distance Cher from the TV show, so we devised a strategy based on collaboration; working with only the coolest up & coming creative talent. This was obviously something we took great enjoyment from!

Cher Lloyd digital campaign.

Cher Lloyd digital campaignSYCO Music

Music video art direction.

Cher Lloyd single promoSYCO Music

The roll-call of credits for this project includes Jared Ryder (NY) for sleeve photography, Sean Vegezzi (a junior at Annie Leibovitz NY) for press photography, the illustration collective Good Wives and Warriors (UK), stylists Ayishat & Louize (UK), videographer Kellen Dengler (US) and Punktilio (UK) who look after all social media for Syco.

Cher's debut single, 'Swagger Jagger', went straight into the UK charts at number 1.