Creative Network Contributors

RYDER LEE (PHOT/VIDEO, LA)
LIAM SHORE (VIDEO, LA)
METALS US (EDDIE MENELL, CHASE SHREWBRIDGE) (DESIGN, LA)
RAPH SOHIER (PHOTO/VIDEO, LA)
PIPER ELLIS (PHOTO/LA)
ROBBIE PEREZ (PHOTO, NYC)
MILO LEE (LA)

& many more... primarily LA based.

Creative Packaging Standards

Every single, release, and creative project must function as a cohesive, tactile package. By translating Dava’s universe into concrete product formats, we allow the consumer to physically touch and interact with her taste, interests, and subculture.

The core strategy is to build a world that completely surrounds Dava’s mind. She acts as the source code, the muse, and the canvas - never the overt focal point. Her presence is woven into the atmosphere, rather than exposed to the lens. This multi-format ecosystem will be driven by a hyper-consistent rollout across every touchpoint: proprietary typography, physical audio formats (vinyl, CDs, cassettes), cryptic guerrilla marketing, premium cut-and-sew merch capsule collections, and an archival, D2C website that is constantly updated and inendated.
CUSTOM TYPOGRPAHY
VINYLS
CD’S
CASSETES
COLLECTIBLES
DIGITAL COLLECTIBLES
PRE-ORDERS/ SPOTIFY COUNTDOWNS/ DIGITAL RELEASE TOOLS
BILLBOARDS/ ACRTIVATIONS/ POP UPS/ GORILLA MARKETING
MERCH
WEBSITE

The Thesis: Omni-Format Perception

To cut through the noise of the modern landscape, Dava cannot just be perceived as an audio file on a streaming platform. She must exist as a fully realized world that surrounds the audience across every possible space, format, and touchpoint.

The music is the foundation - it holds the narrative and stands alone as the main product. But the world built around it is what turns listeners into collectors. We are shifting the focus from traditional, ego-driven promotion to building a high-taste, product-driven universe where the music tells the story, but her world sells it.

The Illusion of Scale: Perception over Budget

We do not need a massive, legacy-label budget to pull this off. Everything comes down to how we position it, how we frame it, and how we paint it. It doesn’t all have to be the real thing - it just has to build a world and feel real. We are not here to budget for a standard, temporary marketing cycle. We are here to establish an untouchable aesthetic gravity. By understanding that perception is entirely under our control, we can make a minimal budget feel massive. We don't need a million-dollar physical footprint; we need an elite eye for art direction. We will hammer this out photo by photo, asset by asset, shirt by shirt, until the world we paint feels so undeniable that the audience recognizes the universe of DAVA before they even hear a single lyric.

We leverage physical spaces purely to create digital leverage:

The 1-Hour Billboard Strategy: If a high-profile billboard space is too expensive, we do not rent it for a month. We rent it for a single hour. We put up our custom typography and macro-imagery, deploy our own creative team to capture ultra-high-resolution, cinematic photo and video assets, and immediately take it down.
The Digital Exploitation: We take those pristine assets and exploit the opportunity digitally. On the feed, that single hour becomes a permanent monument. The global audience perceives an unmissable, larger-than-life physical campaign, while our actual overhead remains completely minimal.

The Execution Strategy: Brick by Brick

We establish this universe by executing with uncompromising, hyper-consistent curation across a multi-format rollout. We hammer it out one asset at a time:

1. Photo by Photo & IG Post by IG Post

The Vessel Approach: Dava is the muse, the canvas, and the atmosphere - not a billboard. The visual feed shifts away from traditional, generic artist headshots.
The Aesthetic: Every image leverages heavy, intentional aesthetic grain and high-contrast, macro-photography. We focus on textures that mirror her mind: a stark, beautiful silhouette, the contrast of her angelic blonde hair against cold, ominous backgrounds, or cryptic, high-resolution details.

2. Physical Product (Vinyl, CDs, Cassettes)

The Package: Every single release and physical format must feel like an artifact recovered directly from her world.
The Contrast: The physical packaging mirrors the paradox of her music - hard-hitting but beautiful. We introduce custom typography that bridges high-fashion elegance with industrial grunge. Jewel cases are replaced with tactile, textured digipaks and smoky, etched wax vinyl that consumers want to physically hold and collect.

3. Website & Digital Sandbox

The Architecture: The website is completely stripped of standard, sterile e-commerce layouts. It becomes a clean, minimal, interactive archive of her brain.
The Touchpoint: It acts as an open digital mood board where fans can interact with her direct interests, hobbies, and taste. The webstore treats a simple cassette or shirt like an expensive sculpture, utilizing ultra-high-resolution imagery to maintain absolute brand consistency.

4. Shirt by Shirt & Billboard by Billboard

The Merch: Garments are treated as high-end capsule collections, utilizing heavyweight fabrics, sun-faded washes, and distressed custom typography that people wear for the aesthetic value alone.
The Public Space: Guerrilla marketing and billboards act as cryptic art installations. A blank, heavily textured canvas with nothing but a line of custom typeface or a macro-image forces the public to investigate, embedding her presence into the physical world.

We are not here to market a standard record cycle. We are here to build an undeniable brand identity. By treating every photo, every shirt, every physical release, and every digital page as a cohesive, multi-format product, we create a distinct aesthetic gravity. When every single brick is laid with this level of precise, tasteful curation, the audience will recognize the world of DAVA before they even see her name.

Instead of forcing Dava to fit the mold of a hyper-visible, heavily exposed modern artist, we lean completely into her comfort zone. We protect her boundaries by shifting the lens. Dava does not need to expose herself to sell her world; her world is built to represent her mind, and we can balance her visibility with high-level art direction.

She remains the source code, but we use a rotating cast of avatars, subjects, and objects to manifest her tastes.
Everything is an extension of Dava, but nothing has to permanently expose her.

1. Balancing the Lens: The Art of Obscurity

We can sprinkle Dava into her visual world in ways that feel entirely intentional, artistic, and comfortable for her, bypassing the standard pressure to be fully seen.

The Shadow and The Silhouette: We utilize high-contrast lighting, heavy aesthetic grain, and deep shadows. Dava is present, but she is captured in silhouette, from behind, or obscured by motion blur and drapery. She is a striking, angelic blonde figure moving through an ominous landscape—a presence felt rather than a face picked apart.
Macro-Focusing on Details: Instead of full-body shots that create discomfort, the camera focuses on elegant, isolated fragments. A tight, high-resolution shot of her hands holding an artifact, the back of her neck, or her hair catching the light against a dark background. She is completely stitched into the art direction, but on her own terms.
2. Expanding the Cast: The Proxies of Dava's World

If Dava designs a piece of merch—like a bathing suit, a form-fitting garment, or a hyper-specific cut—she does not have to be the one to wear it or model it. We build a community of faces around her.

The Casting: We introduce other women, other men, and distinct characters into Dava’s world. They act as physical vessels for her designs.
The Aesthetic Binding: These models are cast to fit the exact subcultural DNA of the brand. They carry that same ominous, grunge-driven, high-taste energy. When a model wears the clothing Dava designed, the consumer isn't looking at a random lookbook—they are looking at a citizen of the world Dava built.
The Scale: This opens up the universe. It proves that Dava’s taste is a living, breathing ecosystem that can live on anyone, regardless of gender or background, while keeping Dava herself protected on her creative pedestal.

3. Objects and "Things" as Character Studies

Her presence can be heavily felt through the physical items she chooses to surround herself with.

We treat inanimate objects as extensions of her body and mind. A crushed silver lighter, a beautifully weathered concrete structure, a specific model of an old car, or a piece of brutalist furniture.
By photographing these items with the same intense, stylized art direction as a human subject, we communicate her hobbies, interests, and emotional state without her ever having to step in front of a flash bulb.

We are going to protect Dava’s boundaries, and in doing so, we are going to create an untouchable level of mystique. We don’t need to expose her body or force her into spaces where she feels uncomfortable to make her a star. In fact, the less we reveal her fully, the more frantic the audience will become to catch a glimpse.

We will balance her visibility by sprinkling her into the art direction via sharp silhouettes, macro-textures, and motion. When it comes to showcasing the full lifestyle and merch-like the bathing suits or apparel-we will cast a diverse group of ominous, grunge-driven men and women to act as her proxies. Everything they wear, every object we photograph, and every space we enter is an extension of Dava's mind. She is the architect. They are just living in the world she built.

Photo Direction

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Video

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Design + Supporting Material

Styling + Wardrobe