Pillar · Identity & Rollout
Type · Spec Music Campaign
Lane · Culture / Brand Work
London Saviour — Reimagining an Underground Campaign
🎬 The Vision
Originally released on 21st December 2023, London’s Saviour was a self-produced manifesto written and recorded by Fakemink in just four days. While the music was a masterclass in ‘digital nostalgia,’ the rollout lacked the strategic friction required to match its sonic dept
Heno reimagines this debut as a high-stakes cultural heist—repositioning Fakemink not just as an underground artist, but as a front-runner in the intersection of archive fashion and cinematic music.
Objective: To demonstrate Heno’s Identity & Rollout capability — building cohesive, scalable systems that give underground projects the structure and polish of world-class campaigns.
Services
Creative Direction
Campaign Design
Narrative Design
Focus
Presence through Absence
Scarcity Rollouts
Digital Nostalgia
Platform
Luxury Fashion Shows
Digital Rollout
Physical Pop-up
Tools
Figma
Adobe Suite
Stable Diffusion
🧬 The Symbolic Foundation
The creative system for London’s Saviour isn't based on generic themes—it is an architectural response to the album’s specific sonic DNA: a 4-day burst of self-produced, high-velocity cloud rap and jerk.
Faith
This represents the "Saviour" title—the self-made conviction required to drop a debut this early. Visually, this translates into a "Presence through Absence" strategy: turning up late to Burberry or skipping major shows to create a sense of untouchable belief.
Grit
This is the texture of the production. It’s the raw, simplistic jerk drums and the grainy, nostalgic samples of Imogen Heap and Crystal Castles. It’s the "London Life" track—the feeling of the city at 3 AM. Visually, we use high-contrast charcoal and stone textures to ground the luxury elements.
Glow
This is the "Prince of Digital Nostalgia" element. It’s the ambient, atmospheric "Cloud Rap" layers that sit on top of the heavy drums. In the campaign, this is represented by gold Versace-style accents and soft, cinematic lighting that cuts through the raw London imagery.
🧩 The Cultural Gap
Great music gets lost when its world is never built. London Saviour existed sonically, but lacked a visual anchor. It possessed the raw production of a prodigy (sampling Imogen Heap and Crystal Castles) but required the high-fashion armour necessary to dominate a saturated digital landscape.
Strategic Question:
"How do you resurrect an overlooked record through storytelling, cohesion, and cinematic atmosphere?"
🪞 The Visual Language
Colour Palette
Crimson, charcoal, and ivory. A tension between the warmth of hope and the cold realism of concrete. We introduce Gold accents—inspired by vintage 90s Versace Jeans Couture—to signal the album’s transition into high-fidelity luxury.
Typography
Editorial New paired with utilitarian sans. Faith × Function in a single lock-up. System rules prioritise a fixed grid and samples repeating in harmony.
🛠️ The Design Architecture
The identity behaves like music production—loops, layers, and samples. Every touchpoint—from the archive-heavy references to the motion language—runs on one cohesive grid.
- Poster Suite
- Social Pack
- Merch System
- Web Microsite
🧭 The Campaign Lifecycle
Phase 1: Tease
Guerilla posters appear in estate tunnels and N-route bus stops. No artist name, just "Saviour" typography. fakemink executes the sabotage: securing front-row at a major London show but intentionally arriving as the doors lock. He dodges the press call, leaving one blurry phone snap as the city’s only proof of life.
Phase 2: Reveal
We bypass the standard announcement. Instead, we leak a high-profile invite to an industry event that fakemink ignores. A photo of his Empty Seat goes viral with the message: London is burning, but the Saviour is in the studio. Visuals shift to 90s archive gold placed on lino floors in Essex council flats.
Phase 3: Drop
The album—built on the manic 4-day recording window—drops at 3:00 AM on a custom dropsite. At 3:30 AM, the site 404s and the files are deleted. This forces the underground to "bootleg" the Saviour; screen-recordings and low-quality snippets become the city’s only visual currency. Scarcity is the weapon.
Phase 4: Sustain
The aftermath focuses on the cult of the project. We release grainy BTS stills from the 4-day recording window and imagined live event visuals that feel like stills from a film. The community sustains the hype by sharing archived pieces of the 30-minute heist, turning listeners into the curators of the legacy.
🚀 The Final Outcome
London Saviour (Reimagined) proves that when design meets emotion, a forgotten release becomes timeless. Heno translated sound into system, creating a campaign world authentic to the streets it came from.
- Transforms fragmented releases into cohesive systems.
- Complete rollout architecture: tease to sustain.
- Cross-platform design discipline (Print, Social, Merch).
- Bridges culture with high-end campaign precision.
- Emotionally driven storytelling meets professional structure.
- Reusable framework for independent rollout models.