Creative Director Willo Perron Shares a BTS Look at His Work For Drake, Nike & Stüssy by Complex News
Hunched over his laptop, Willo Perron is scrolling through a digital mock-up of an unreleased project for Jay-Z’s 4:44 album. Over several peach-colored pages, in simple black Larish Neue font, there are release dates for 4:44 in different countries, photos of the 4:44 ads plastered on billboards, buses, taxis, and subway stations that teased the rapper’s thirteenth studio album, and more. “It’s really a manual for the 4:44 brand,” he says, sitting in his West Hollywood studio on an October afternoon. Perron, a multi-disciplinary designer and director, collaborated with Jay-Z to concept the packaging and creative direction for 4:44. He designed the album artwork and played a seminal role in the brilliant rollout that included the mysterious “4:44” ads and the black and white teaser starring Oscar winner Mahershala Ali, which premiered during the 2017 NBA Finals. “We went through a few other iterations of what the record was going to be called,” Perron says in his first extensive interview. “When we landed on 4:44, I was like, ‘It’s just this color and these digits.’ We wanted to do a really didactic campaign.” Read more - http://www.complex.com/style/willo-perron-interview Subscribe to Complex News for More: http://goo.gl/PJeLOl Watch 'Complex Live' on Go90 here: https://www.go90.com/shows/11cHKK3D2iU Check out more of Complex here: http://www.complex.com https://twitter.com/Complex https://www.facebook.com/complex https://www.instagram.com/complex/ https://plus.google.com/+complex/ COMPLEX is a community of creators and curators, armed with the Internet, committed to surfacing and sharing the voices and conversations that define our new America. Our videos exemplify convergence culture, exploring topics that include music, sneakers, style, sports and pop culture through original shows and Complex News segments. Featuring your favorite celebrities, authoritative commentary, and a unique voice, our videos make culture pop.
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