Robbie Williams
XXV

To celebrate the milestone 25th anniversary of Robbie Williams' legendary solo career, we took a unique, playful approach. The album’s sleeve and broader campaign were inspired by the grandeur of the art world. With a tongue-in-cheek twist, we placed Robbie and his body of work on pedestals — literally elevating his achievements as if they were masterpieces in a gallery setting. This artistic concept allowed us to showcase Robbie’s incredible journey while embracing the humour and creativity that have been hallmarks of his career.

What We Did
Art Direction
Campaign Artwork

We introduced the concept of display plinths, transforming key artefacts from Robbie’s career into exhibits. The graphic design and layouts took inspiration from stone tablet engravings and type blocks from antiquity, adding a sense of permanence and grandeur. The colourful, pop-infused plinths on the cover created a bold contrast to the classical references, reinforcing the blend of legacy and reinvention.

We created the XXV logo and applied the identity across physical and digital formats, from album packaging to marketing assets and stage visuals.

Credits
Art Direction & Design by Studio Bowden
Creative Concept & Art Direction by Hingston
Photography by Julian Broad
Production Design by Andrew Tomlinson
Post Production by Epilogue Inc.