![]() ![]() While he won’t say much about it, he also designed the set and stage visuals for the official 4:44 Tour, which kicked off late last month. ![]() “When we landed on 4:44, I was like, ‘It’s just this color and these digits.’ We wanted to do a really didactic campaign.” “We went through a few other iterations of what the record was going to be called,” Perron says in his first extensive interview. He designed the album artwork and played a seminal role in the brilliant rollout that included the mysterious “4:44” ads and the black and white teaser starring Oscar winner Mahershala Ali, which premiered during the 2017 NBA Finals. Perron, a multi-disciplinary designer and director, collaborated with Jay-Z to concept the packaging and creative direction for 4:44. “It’s really a manual for the 4:44 brand,” he says, sitting in his West Hollywood studio on an October afternoon. Over several peach-colored pages, in simple black Larish Neue font, there are release dates for 4:44 in different countries, photos of the 4:44 ads plastered on billboards, buses, taxis, and subway stations that teased the rapper’s thirteenth studio album, and more. Hunched over his laptop, Willo Perron is scrolling through a digital mock-up of an unreleased project for Jay-Z’s 4:44 album. ![]()
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May 2023
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