ICO is an established writer and beatmaker from Brussels. For his second album, we wanted to create a strong concept that would be reected in all aspects of the creative and communication processes. In order to immerse the audience in a powerful story-telling experience.

The artist wanted to express his evolution and explore the duality of his personality.

We wanted to add a fantastical dimension to the story and give the artist a superhero-like aspect. The number '111', chosen for the title, refers to numerology. It symbolizes new beginnings, the start of things and creation.
The glasses are the key visual element of the project, as they represent a magical feature, which allows the transition between the man and the popstar. The ordinary and the extraordinary. The accessory is present on the photos, the cover, the interview, music video, on stage. For a total coherence of the project.

Agency: Believe / Back in the Dayz
Creative Director: Laura Benocci & Romain Garcin
Photography & Art Direction: Romain Garcin
Designer: Kenia Raphael