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 had no idea whether it would ever see the light of day. Over the next year and a half, other creatives kept the idea alive, ultimately selling and developing it into the campaign you see here.

One of my songs made the final album. I’m including the rest of the album and the surrounding campaign assets they created for context.