The cover art for Kanye West’s highly anticipated 6th album, entitled “Yeezus” was highly criticized for its lack of design (consisting only of a clear jewel case sealed with red tape).

To ride the wave of media hype, I had the idea of launching a marketing campaign to challenge 99designs platform creatives around the world to design reimagine new album cover art. The contest went viral and received over 1k entries by over 200 designers from around the world.

The design entries were featured on major music publications and blogs (such as Urb and The Source), which drove traffic to 99designs and created wider brand awareness.