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CLIENT: Machine Gun Kelly

ROLE: Creative + Art Direction

For his fourth studio album, Machine Gun Kelly wanted to unify his creative. Historically, it was done by many unaligned creatives. He was looking for the album campaign, album/tour art, over-the shoulder content and experiential concepts.


We began to plan a physical world that would be "Hotel Diablo". We would start by building out small identifiable elements of the "hotel"; desk bell, door hangars, door peepholes etc. This would lead to the album drop which was the room key. Based on some wild party recollections, a "cocaine" style lettering was designed. It was a connection to the excesses of a party life and also a visceral reminder of the constant temptation. It would all culminate on tour with "Hotel Diablo" experiential events.

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