LIL PUMP

For the Mumbai stop of Lil Pump’s India Tour, I worked through Studio DZNS on the visual, digital and on-ground campaign for Baglami. The objective was to combine Lil Pump’s raw, anarchic hip-hop identity with the venue’s premium positioning.

The campaign needed to feel bold enough for the artist’s audience while remaining polished across partner pages, sponsor communication and the physical venue experience.

I directed a ten-day countdown that moved from ‘10 Days to Go’ to ‘See You Tonight’. Instead of repeating one layout, I treated each day as a separate drop within a shared visual universe.

The creative language drew from graffiti, glitch art, zines, monochrome photography, neon overlays, layered grain and distorted typography. This gave the campaign variety while maintaining a recognisable tone.

The final-day creative was deliberately more immediate and confrontational, using scale and visual compression to intensify anticipation. Throughout the sequence, I ensured that Lil Pump’s chaotic energy could coexist with Baglami’s more refined visual identity.

I oversaw the creative direction for airport-arrival edits, artist walkthroughs, backstage footage, performance reels and crowd imagery. My team captured and processed the content with VHS-style textures and glitch-led editing so that it matched the campaign rather than feeling like generic event coverage.

The content was designed for same-day and near-live publishing across Instagram and partner handles. This allowed the campaign to continue building momentum even after the artist arrived in the city.

I also directed a custom cocktail menu inspired by the artist’s brand. Grunge typography, black-and-white textures and track-inspired naming turned a functional venue item into part of the event experience.

All tickets sold out in under 48 hours. The countdown campaign generated more than 250,000 combined organic profile reach, while the reels crossed 80,000 views without paid promotion.

The menu and campaign assets were reposted by stylists, influencers and sponsor brands. The visual identity also remained consistent across partner pages without major reinterpretation.

I led the visual direction, ten-day campaign structure, promotional design language, content treatment, menu design and rollout strategy. I worked with the production team to ensure that live footage and stills entered the same visual system as the pre-event campaign.

The project taught me how to translate a highly recognisable artist brand into a location-specific campaign without diluting either the performer or the venue.