OOH promotional campaign for Post Malone's sophomore album Beerbongs & Bentleys
The concept behind this 2018 album release was to heavily increase interest and anticipation by making it more personal. The first and only release campaign as well as the album itself for Malone's second record was as straight forward and about as impersonal as it comes. The campaign and album artwork was solid yellow with black type. As beautiful as it was, it didn't speak to Malone's ideation style or personality. Austin Post's lyrics are all based on personal experience and his individual point of view, so as soon as I found pictures of his signature as well as his writing style, I felt I had to incorporate into a campaign. The campaign is taking something as personal as his song book and the lyrics he's jotted down and making it public for not just the world to see but he's biggest fans. It's now his soul on the canvas. And opposed to a solid yellow block this campaign shows a side of Austin Post rarely seen.
Photography by Timothy Saccenti