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ABBIE EDWARDS

FAITH IN THE FUTURE

Motion, Video, Social, OOH

[CREDITS]
Design: Abbie Edwards
Agency: Blackstar Agency

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With a highly dedicated fanbase, Louis Tomlinson’s long-awaited second studio album, Faith In The Future, generated immense anticipation. To build excitement, the team required dynamic promotional assets to tease the release. Using film flares and glitch overlays that aligned with Louis’ signature edgy aesthetic, I crafted a series of social media assets - teasing tracks, showcasing fan reactions and driving engagement in the lead up to the album launch.

I created four dynamic vertical videos teasing 5-second snippets of Bigger Than Me, the lead single from Faith In The Future, which incorporated footage from Louis’ documentary, All of Those Voices, building anticipation and emotional connection ahead of the release.

Curated and edited UGC videos showcasing authentic fan reactions, amplifying excitement and engagement across social media. These assets leveraged fan enthusiasm to organically build momentum for the album.

Reimagined static fan artwork by transforming them into animated visuals for use as Spotify Canvases, bringing fan creativity to life.

Designed an animated lyric video featuring handwritten fan notes, merging audience participation with artistic storytelling to create an intimate and heartfelt visual experience.

Designed a graphical carousel for Instagram, offering fans an exclusive behind-the-scenes look at Louis and his band. This asset provided a visually cohesive and immersive glimpse into life on the road and in the studio.

Reworked and adapted the documentary’s key art for various placements at the Leicester Square premiere, ensuring a seamless and impactful visual identity across multiple touchpoints.

Faith in the Future debuted at number 1 in the UK with 35,239 units sold in its first week. This marked Tomlinson's highest-charting effort and his best-selling week to date. ​

At the time of release, the 4 Bigger Than Me teasers became Louis' most watched videos on his Instagram, gaining over 19m in views and 4m in engagement.

And overall, the campaign was featured in Music Ally’s Sandbox: Best Music Marketing Campaigns of 2022 for its creative execution and fan-focused strategy.

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