case study
nyck caution
We let NYC write the brief
Launching Nyck's Journey with Epidemic Sound
Coming up alongside Joey Bada$$ as part of the Pro Era collective, Nyck Caution made his mark in the underground hip-hop scene with intricate wordplay and a raw, unfiltered sound. Teaming up with Nyck and his label, Epidemic Sound, the goal was to build a visual world that felt just as real as the music: something that spoke to his core fanbase while pulling in new listeners through a shared visual language.
New Yorkers carry their city differently. The pride is woven into who they are, part of the identity, not just the origin story. So when the research pointed back to New York as the center of gravity for Nyck's audience, it made sense to build the visual language from that foundation. Pulling from the city's history: gangster films, old wanted posters, Broadway playbills, the identity was designed to hold that energy while pushing it into something contemporary.
With the identity defined, the work moved into campaign territory. Shooting in LA, the challenge was marrying the west coast backdrop with the east coast edge that makes Nyck who he is. The two worlds had to coexist without one softening the other, keeping the rawness intact while giving the visuals room to breathe in a new environment.
Reach out,
we'd love to have a conversation.
