Kid Cudi 'Man On the Moon: The End of Day' Art Direction Overhaul
This project aims to more accurately represent Kid Cudi's sound by redesigning the visuals associated with his 2009 debut album, ‘Man On the Moon: The End of Day’.
Why these visuals instead?
By pulling inspiration for this aesthetic style directly from Kid Cudi’s sound, as opposed to a stereotype of what his sound should be perceived as given the genre he was marketed under, this style (hopefully) more accurately represents Kid Cudi’s artistic persona and is more reflective of the album's mood.
By breaking down Cudi’s complex sound into areas of recognizable inspiration such as rock influences heard in guitar riffs, prominent discussion of mental illness, and his use of technology to distort sounds, I was able to make informed design decisions that are reflective of the album, without having direct access to him as a reference.
What's the meaning behind it?
The main concept for this visual system was distortion of reality, in relation to Kid Cudi’s unique, often manipulated perception of reality felt and discussed in his music.
Struggles with mental health, self-medicating drug habits, and the very tactile sense of physical space created through the way Kid Cudi mixes his music all give the listener a sense that they are experiencing a new or alternative perception of the world through his music.
Other influences collected from his sound that informed this visual system include:
Rock - lead to grunge/gothic visual elements seen in merchandise
Continuous Allusions to Being an Outcast/From Outer Space - lead to the use of old NASA footage
‘Alternative’ Sound Elements - lead to use of pastel color palette based on aesthetic trends in that genre
Depression - lead to the use of nightmarish, demonic distortions of reality