Haulin’ State of Mind
Promotional-Design Other - Single
john st., Toronto, ON
Chief Creative Officer: Angus Tucker Executive Creative Director: Cher Campbell Executive Director, Design: Mooren Bofill Associate Creative Directors: Robbie Percy, Caroline Friesen Designer: Hannah Lee Creative Director: Cher Campbell Copywriter: Robbie Percy Art Director: Caroline Friesen Agency Producers: Brittani Wilcox, Megan Flett Editing Company: Outsider Editorial Editor: John Gallagher Assistant Editor: Cam Anderson Post-Production: Outsider Editorial, The Vanity Online: The Vanity VFX: Naveen Srivastava, Kaelem Cahill, Adam Silcox-Vanwyk Music/Sound: SNDWRx Music Director: Didier Tovel Composers: Didier Tovel, Alex Gluch, Alison Lawee, Colin Brown, Adam Prus Chief Strategy Officer: Megan Towers Strategist: Jay Flemming Business Lead: Lindsay Day Account Supervisor: Kelly Brennan
Haulin' State of Mind is a full-length album created by discount grocer No Frills, to remain top of mind with Canadians relegated to their homes while staying true to the swagger the brand is known for. The cover, featuring a banana—No Frills' iconic symbol—takes cues from classic albums like The Velvet Underground & Nico. The inside spread, lyrics surrounding meticulously propped generic-brand cakes, conveys the irreverent attitude of No Frills and the ridiculousness of a grocery store LP.