Tour name, creative direction, and graphic design for an imagined 2023 world tour for Tyler, The Creator.

Tyler, The Creator is a 31-year-old artist currently signed to Columbia Records, who has 6 released studio albums and upward of 20 million monthly listeners on Spotify. He is lauded as a cultural trend-setter and rule breaker who constantly re-invents his image with each new record and regularly challenges widely-held expectations of what a man like himself should be like.

Campaign includes an activation iPhone game where screen mimics a 90’s Game Boy Color and the graphics shown within the Game Boy screen are 8-bit to simulate the effect of playing the original games. Tyler’s new single would play on a loop for the duration of however long the person plays the game. A High Score chart would be updated live on his website to show who holds the highest score so fans can vie for top status much like an arcade game. The content of the game will be themed to match the single’s music video. Users would be prompted to select a profile image and their instagram handle or a profile name before playing, and when they achieve a high score the app offers them a downloadable image of their profile photo in the same “Star Frame” as shown on Tyler’s tour poster with their username, their score, and the title “HIGH SCORE GAME BOY.” This would come with a “Share to Social Media” option, which would encourage fans to flood social media with these themed tour graphics. By featuring their faces shown in 8-bit, to create connection between fans and the artist.

Potential to partner with Nintendo. Potential to develop a game for real Game Boy devices. The corresponding game would have a simultaneous release when the album drops with at least one level for each song, and game details that reference not only content from the new record but previous albums and themes from Tyler’s catalog.

// Fall 2022 // Term 01