“We Never Walk Alone” Marketing Concept and Art
Through a fictional marketing campaign for one of my favorite Kpop albums, “You Never Walk Alone” by BTS, I was able to explore digital watercolor illustration and poster layout.
The idea was that fans would go to locations around the world (mainly in Korea and America) to listen to and buy the album the day before its release, take photos with the teaser art as murals backgrounds, and vote on their favorite song. The main locations would be in South Korea, and so the additional challenge of making sure all the Korean translations were accurate helped prepare me for future work localizing assets for global distribution.
I limited my color palette to the 4 colors used in the original album designs: light and dark pink, mint, and a purple-y blue. Since these colors stood out in comparison to their previous darker-colored albums I imagined it could be a good way to make the album even more iconic by emphasizing and teasing fans with the unique color palette.
The pink alleyway was from one of the album photoshoot concepts and well as the bus stop on the beach, and the stairway was from a repeated scene in the music video, along with the bus stop again.
As a fan who has consumed this album and it’s connected videos many times, I felt these locations and colors did well to highlight the featured moments of the album, while also bringing in the other settings for a fuller picture of the hidden story.
You can see the original album, photos, and music videos on BTS’ official site.