Kylie Tension

Throughout 2023 Studio Moross undertook the design and art direction for Kylie’s album, Tension, and its encompassing campaign.

Beginning with the artwork for the album’s hit single Padam Padam, we expanded the design direction to create the album artwork and surrounding world of Tension.

The campaign was realised through its various physical album releases, single artworks, merchandise, visualisers, lyric videos, show direction, and visuals for various live appearances.

Before working on the main album artwork, we produced the design and creative direction for the album’s Number One single: Padam Padam.

Alongside photography taken by Erik Melvin, with it’s iconic punchy red accents and warm tones throughout; we created a bold Padam wordmark using Power Type’s variable typeface, Yapari, whose technical and futuristic forms were paired with our Kylie ‘pulse’ logo — all together complimenting the the feel of the scenes in the Padam world.

For the launch of ExTension (The Extended Mixes) we designed and print produced a special package for the 2LP release, which was printed with fluro pink & green alongside metallic silver. The packaging houses the special edition splatter vinyls, which are transparent with fluro pink and green chips.

Coinciding with the Tension album launch, we designed and animated a set of lyric videos for a number of songs from the album. Each video had an indivdual look created for it with bespoke type and motion treatments, built around the worlds of the tracks, and featuring accompanying visuals by Sophie Muller for Hands & Hold On To Now.