360 Campaign to launch Gibson’s latest wireless headphones ‘Trainer’. Leveraging Usain Bolt as the brand’s ambassador, the campaign was shot entirely in Jamaica. Song titles were hand-lettered, much like the colourful hand-painted, dancehall signage found in Jamaica.
Role: Art Direction, Design, Typography, Hand Lettering
Simon Harsent was commissioned to direct this piece to celebrate the launch of the new Gibson Trainer headphones. This short film featuring the fastest man alive, Usain Bolt, was captured in his hometown of Jamaica.
Initial typographic studies for campaign.
Visual cultural reference
Research of Jamaican dancehall typography showed more of a ‘loose’, free-hand lettering style. Colourful and imperfect. It was clear that the headlines should reflect Usain’s Jamaican heritage.
Hand-lettering sketch
Application in print
Final design
All campaign messaging was created by hand in the style of Jamaican dancehall.
