RADICAL
Overview
RADICAL marked a bold new chapter for UK gospel artist CalledOut Music — one rooted in transformation, intentionality, and conviction. The campaign needed to reflect that shift both visually and emotionally, positioning the EP not just as a collection of songs, but as a statement of identity and spiritual purpose.
Challenge
The brief was to signal evolution without alienating CalledOut’s core audience — a community used to clean visuals, humility, and a worship-forward tone. This campaign required a careful balance: introducing growth while keeping the artist grounded, and crafting visuals that felt both stripped back and creatively elevated.
We needed to build excitement around a new era without relying on hype tactics. The storytelling had to be honest, vulnerable, and compelling — while helping RADICAL stand out in a saturated digital space.
Strategy
We anchored the campaign in the word itself: RADICAL — as a spiritual posture, a creative statement, and a lifestyle of conviction.
Developed a clear visual identity rooted in rebellion through reverence, using earthy tones, texture, and negative space to reflect quiet boldness.
Hosted an intimate fan activation in a recording studio, where superfans previewed the EP, interviewed CalledOut, and received exclusive merch — creating real-world connection and storytelling.
Released a three-part interview series on Reels, allowing the artist to unpack the meaning behind each track in his own words. These videos performed extremely well, with Part 2 reaching 283K+ views.
Delivered a multi-day digital rollout to build narrative momentum leading up to the EP release.
Contributions
Developed the overarching creative concept for the RADICAL rollout.
Co-directed the visuals for the EP photography and campaign materials, shaping tone, styling, and shot selection.
Crafted a visual system that tied back to the core themes of faith and purpose.
Helped storyboard and shape the mood and narrative arc across social launch assets, aligning the creative with CalledOut's brand evolution
Organised and hosted an intimate fan activation at a recording studio, inviting CalledOut Music’s superfans to an exclusive listening party, where they could hear the stories behind each track, and receive exclusive RADICAL merch—turning the EP launch into a personal, community-driven experience.
Led creative direction for the full EP visual campaign
Concepted and styled the EP cover and promo shoot, aligning wardrobe, tones, and framing with the project’s spiritual message
Directed the visual language of the rollout, from photography to on-set content and captions
Advised on event experience and brand alignment for the fan activation
