Musician and singer-songwriter Bent Van Looy is known for his quirky style. When the Belgian company Boss paints invited to him to design a collection of paints, wallpaper and stickers, Bent reached out to us to art direct the campaign. The starting point of the collection ‘Bent For Boss’ was a photo we took in his previous home for our interview magazine Coffeeklatch. The focus of the campaign was to experiment with colour but also to show Bents universe, which is extremely colourful. We set out a particular mood for the photography and styling, showing the great diversity of the collection. Production company Tanker helped out with the props. Since there’s a personal story behind every product, the copy was based on interviews with Bent. Storytelling also turned out to be a useful tool for creating print work and the Bent For Boss website.

Photography | Styling | Copy | Identity & Design | Website