The Highly Creative campaign is a visual celebration of creativity, based on music that was inspired by psychedelic drugs. It aims to open up a conversation about the possibilities of heightened creativity and how this can be achieved through drug use, in music and possibly in other sectors. The idea for this hypothetical campaign was inspired by how music has been used to drive mass political movements throughout history such as ‘Rock against Racism” and the “Red Wedge”. Highly Creative, however, focuses on the idea of creative freedom.   

By looking at the connection between Cannabis and Hip-hop, LSD and Rock and MDMA and house music, three different typographic experiments emerged. To further develop this campaign, I created a campaign identity, posters that fold down to three distinctive booklets, animations, murals and various other campaign assets.