Brief set by: UNTOLD Studio, London UK

Design Challenge: "celebrate an artists from the history of XL Recordings"

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To mark the 10-year anniversary of Tyler, the Creator’s debut with XL Recordings, this concept imagined a limited-edition release: a commemorative album, custom Tyler-themed donuts, branded apparel, and Instagram-based promo visuals.

 

I used the donut as a visual device to reference his Odd Future beginnings — a symbol that’s followed his evolution from chaos to craft. The “donuts in the sky” motif reflects how unpredictable and surreal his growth has been over the past decade.

 

The best part? I made the donuts myself — from scratch — and shot them as part of the visual campaign. This was a joyfully absurd, hands-on exploration of transformation, nostalgia, and celebration.