My work with Primitive Race began as a viral marketing campaign designed to introduce the project through mystery and speculation. I digitally placed the Primitive Race logo onto various unexpected objects and locations throughout Denver, Colorado, creating the appearance that the band had begun leaving its mark throughout the city.
The campaign quickly gained attention online, with the images spreading and sparking speculation about what Primitive Race actually was, who was behind the project, and which established industrial music figures were involved. By deliberately revealing very little, the campaign created curiosity around the project before the music and identities behind it were fully unveiled.
What began as a series of manipulated images evolved into an effective piece of guerrilla-style music marketing, using visual storytelling and mystery to generate organic conversation and anticipation. It demonstrated how strong branding and a carefully executed visual concept could create momentum for a new music project before it even officially arrived.
The success of my viral marketing campaign for Primitive Race led to my involvement in the artwork for the band's debut self-titled album, released in 2015 through Metropolis Records. Primitive Race was an industrial supergroup featuring members and collaborators connected to acts including Skinny Puppy, Pop Will Eat Itself, Nitzer Ebb, Prong, Ministry, KMFDM, Gary Numan, and Lords of Acid.
What started as a mysterious series of images throughout Denver quickly generated speculation about the project and the musicians behind it. As the identities and music were revealed, I continued developing the visual direction for the project, carrying that sense of mystery into the official album artwork. Being involved from the initial viral campaign through the album's release gave me the opportunity to help visually establish a new industrial project featuring some of the genre's most recognizable and influential musicians.
