HAULIN' STATE
OF MIND

No Frills is a downmarket grocery store chain in Canada, like Aldi's in the States.

The brand had borrowed its design aesthetic from the world of hip-hop albums and music videos but hadn't actually released any music. I decided that had to change.

So I wrote, recorded, played, sang, produced, mixed, and mastered 11 demos. It was my last project before I left my agency and I didn't know if it would ever see the light of day. But it did—a year and a half later. 

Even though only one of my songs ended up on the final album, I'm including the other campaign assets that were created without me for context.