Red Bull Music Academy
Careful On The Pavement

Red Bull Music has been an authority on emerging artists for decades, bringing underground genres and artists to the masses. But the Red Bull Music Festival New York in 2018 offered a unique challenge: the hip hop world was in the middle of a drastic internet-fueled upheaval, bursting with new talent that pushed the limits artistically and had not been introduced to a wider audience. For Careful On The Pavement, we tapped into the dark and brooding styles of the-unknown rappers like Rico Nasty to create a series of digital social experiences that turned a cult-like internet niche into a mainstream phenomenon, with Rico Nasty landing on the cover of FADER magazine immediately after our campaign.

Role: Associate Creative Director
Created at: Highfield

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Sacrifice Everything

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