Lewis Capaldi: How I’m Feeling Now
Key Art, campaign, and product creative
Art Direction / Design Client: Netflix Year: 2024/25
How do you tackle the visuals for a documentary offering intimate reflections on family, mental health, and the musical process?
For this Netflix campaign, we set out to address Lewis Capaldi’s personal journey with mental health, a serious subject for a man known for his humour and self-deprecation. Our goal was to create key art, a campaign, and a product suite that would balance this weighty topic with Lewis’s trademark wit and playfulness.
Key Art
For the campaign we wanted to take a fresh, bold approach.
With Lewis's willingness to experiment and push boundaries, we saw an opportunity to create something truly unexpected, ultimately leading to a viral moment.
While clients typically play it safe and stick to the tried-and-tested, Netflix was feeling mischievous and Lewis was ready to go along with anything. Taking advantage of his running joke of being mistaken for other people, we suggested swapping Lewis out with an image of a young Liz Truss behind a microphone, and in the process unintentionally created Liz Truss's most successful campaign to date!
The project exploded across social media when Lewis shared it on his channels, eventually receiving widespread coverage in national newspapers across the country.
