The ten commandments
Mediacollege Amsterdam
- Client
- Mediacollege Amsterdam
- Category
- Branding, Product development, Conceptual design
- Year
- 2013
Based on the albums and media expression of Kanye West, one of his admirers created a religion for him, called 'Yeezianity'. In my view, Kanye West needs a sacred book: The Mission, a modern Bible, containing its own formulated prescriptions, based on its own statements.
For this assignment I took the Ten Commandments a a starting point. The cover of the book is based on Michelangelo's Creation of Adam. I used one hand instead of two, to refer to the big ego of Mr. West.
![Kanye West open book](/img/cases/mediacollege-amsterdam/kanye-west-open-book.jpg)
![Kanye West close up book book](/img/cases/mediacollege-amsterdam/kanye-west-close-up-book.jpg)
The book
The book had to be a mix of the modern look & feel of today. How people consider old books. I did that by playing with font and paper structures in the layout.
![Kanye West close up page](/img/cases/mediacollege-amsterdam/kanye-west-close-up-page.jpg)
![Kanye West spread](/img/cases/mediacollege-amsterdam/kanye-west-spread-2.jpg)
![Kanye West head](/img/cases/mediacollege-amsterdam/kanye-west-head-2.jpg)
![Kanye West head](/img/cases/mediacollege-amsterdam/kanye-west-head-1.jpg)
Campaign
The 'I Am Going' (for president 2020) campaign must shock with texts in which Kanye West refers to religions, to draw attention to his holy book. For this assignment I took his track I Am A God literally and replaced A God with the names of famous spiritual leaders, so that the text would stand out, shock, or at least surprise the reader with a glimpse of West's true nature.
![Kanye West campaign](/img/cases/mediacollege-amsterdam/kanye-west-campaign.jpg)
![Kanye West spread](/img/cases/mediacollege-amsterdam/kanye-west-spread.jpg)
![Kanye West book presentation](/img/cases/mediacollege-amsterdam/kanye-west-book-presentation.jpg)