This was a subculture-driven campaign rooted in the record store's community. Shot and filmed in an intimate, vinyl store, the campaign channels the energy of gothic and metal audiences. Inspired by the communal spirit of Download Festival, the campaign reframes the record store as a pre-festival gathering spot.

Creative Direction

The visuals are built on deep shadows and sharp contrasts. Low-key lighting carves out silhouettes, highlights textures of leather, metal, and vinyl, and creates a sense of drama that feels both raw and deliberate. The location had stacked records and worn shelving, grounding the shoot in authenticity.

Styling reflects the gothic and metal spectrum with layered blacks, distressed fabrics, and Download t-shirt and hoodies.

Storytelling

The record store becomes a sanctuary where people connect over shared tastes, discover new sounds, and build their identity, vinyl by vinyl.

There’s a subtle narrative progression: arrival, immersion, connection. Individuals enter the space alone or in small groups, but through music, they become part of something larger, just like Download Festival.

The campaign positions the record store as the origin of the festival's energy and the place where culture begins before it erupts on stage.