Ministry of Sound wanted to make some noise about its fifth birthday. ‘One Half of a Whole Decade’ was a full omni-channel release with over a hundred iterations such as foil flyers, water bottles, bags, club visuals etc. I went all out on a sci-fi styled box, wrapped in silver foil, embossed and covered in stickers, a radioactive release. The box was sealed shut with one large wraparound sticker which included the track-listing. To get at the CDs you had to break the seal, releasing the ‘contaminated’ contents. Stock imagery of laboratory technicians further enforced the idea that this was a high risk product.

I created a suite of futuristic MoS icons to use across the campaign. I knew when doing this that it would cause some confusion and questions about the direction of the brand, I liked that it was provocative and playful.