As a life long New Yorker and hip hop fan, working on Jay Z's 'Blueprint 3' campaign was a dream come true. In collaboration with Creative Director Greg Burke, we were asked to brand the initial offering from the most anticipated rap album in over a decade. 'Aggressive' and 'destructive' were the words used by Jay to describe the track 'Death of Autotune.' The merging of two ideas led us to the grenade stencil.
NYC photographer Andrew Zaeh's sharp architectural skyscraper image was one that Greg and I both loved. It was a perfect combination with the now iconic three red bars to create an epic cover for an anthem as large as the city it represents.
Unfortunately I did not receive a Roc-A-Fella necklace.
Photography: Andrew Zaeh