Load Records – Album Packaging & Campaigns

Role: Creative Director

Led creative development for Load Records (Sony), designing album packaging and advertising campaigns for Hip-Hop artists including Prodigy (Mobb Deep) and Big Pun.

Challenge
Translating artists' creative visions into album packaging and promotional materials that resonated with core audiences while attracting new listeners across multiple concurrent releases.

Approach
Collaborated directly with artists to develop visual concepts that complemented their music and brand. Created the "Cold as Ice" campaign for Prodigy's solo album, placing advertisements in major Hip-Hop publications (XXL, Source, Vibe, Complex Magazine).

Outcome
Delivered album packaging and integrated advertising campaigns that supported artist releases during a pivotal era in Hip-Hop, working with notable talent including Big Pun, the first Latino rapper to achieve platinum status.