Ill Communication Campaign

Beastie Boys / Capitol Records / 1994

GOAL: Support the album launch with cohesive and standout marketing materials, translate the Beastie Boys’ sound and visual tone into physical merchandise and packaging, and boost visibility and fan engagement at retail and in press.

Challenges

Maintaining creative consistency across varied formats and print specs
Capturing the group’s chaotic, genre-bending style in visual form
Balancing underground credibility with major-label distribution needs

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Approach

Designed print ads for trade and consumer music publications
Created eye-catching retail displays for record stores and promotional use
Produced t-shirt and sticker designs that matched the aesthetic of the album
Led design of the Sabotage VHS release, packaging one of the era’s most iconic music videos
Collaborated with in-house creative and production teams to meet release timelines and brand guidelines

Outcomes

Played a key role in shaping the visual identity of one of the Beastie Boys’ most influential albums
Sabotage VHS packaging helped visually define the track’s lasting cultural legacy
Marketing materials supported wide retail presence and long-term fan appeal