4 weekends. 4 Venues. 1 Brand.
A multi-venue festival celebrating a London nightlife institution.
OVERVIEW
This campaign is a story of how the first vinyl bar in London grew to become a nightlife institution. Shifting a multi-venue milestone away from anniversary tropes, I wanted to go beyond a simple “we’ve been here for 15 years” narrative, but rather underline the brand’s relevancy, commitment to musical diversity, and resilience of the brand within a difficult and contracting industry.
My goal was to develop a bold, confidently tongue-in-cheek, lived-in and nostalgic campaign creative that scaled from lead creative, to listings, digital assets, socials and merchandise. I wanted to reflect authenticity rather than an overly digital or contemporary feel. Allowing inspiration from within underpinned the Records Bars legacy—I pulled site interior design elements and experience into the art direction, such as pipework, exposed brick, vinyl displays, intimate seating arrangements encouraging mingling, warm lighting which underpinned this nostalgic, retro and analogue feel.
ROLE & SCOPE
Art Direction / Creative Production
Multi-Channel Art Direction
Branding
Content Strategy
Photography
Video Editing
Talent Commissioning
COLLABORATORS
Alexandra Cole – Digital Marketing Manager
Daisy Agboola – Social Media Manager
Wagner Loud – Artist
Illustration X – Agency
TIMELINE
December 2025 — April 2026
LEAD ARTWORK
*
LEAD ARTWORK *
The Artwork of Wagner loud is… Loud! Just like the Records Bars. With cheeky comical elements across his illustrations, they depict bustling scenes of life and vibrancy, making him a clear and obvious choice to me. His lively artwork contains mischievous elements, and a subversive and urban edge that relates to key branding touch-points. It also ensured the campaign didn’t veer too serious, maintaining a fun and celebratory atmosphere as you would expect for such an occasion.
He delivered a tactile, tangible and dimensional poster full of life. Vigour and energy is also present, which was important in underlining the strength of the brand over 15 years. The piece nailed the brief in feeling active with lots of movement, blocky type, and play with perspective. The core brand signals run throughout, particularly mixed media elements and rich, fiery tones that trend from charcoals to reds/oranges, making it feel undeniably Records Bars.
ARTIST: Wagner Loud
AGENCY: Illustration X
CONTENT & PROMOTION
Seamless scrolling carousel — Announcement post
Announcement Reel
Recap Reel
Artist Feature
PRESS & PR
RECAP PHOTOS
Project completed as Creative at Rocket Leisure Ltd. All trademarks and campaign assets are the property of Rocket Leisure Ltd. and are displayed for portfolio purposes.