KSI - Thick of It
A Campaign That Hits Different
KSI isn’t your regular pop star, your regular fighter, or your regular anything—so when it came to launching ‘Thick of It’featuring Trippie Redd, we knew a standard rollout just wouldn’t cut it. This track deserved a moment, not just another promo cycle. We needed something unpredictable, something disruptive, something that felt unmistakably KSI. Enter: chaos, controversy, and a website that pissed off thousands.
The Problem
I never want to work with these guys again.
KSI (Probably)
The Approach
Twelve hours later, we put the site back up—but left the sitemap visible, a breadcrumb trail for the code-savvy to uncover a hidden apology, adding yet another layer of mystery. Then, after 72 hours of waiting, clicking through a hundred agonizing slides, the apology finally revealed itself—but only after fans pre-saved the track.
We broke every rule of good UX design, and the result? Viral hype, maximum engagement, and a campaign that was just as disruptive as KSI himself. Bet the Webby Awards love us.
Project Services
Creative Direction
Merchandise Design
Business + Marketing Strategy
Website Design & Build
Graphic Design
Print Design
