The idea behind the Napster campaign was simple. Napster forever changed the definition of “pirate,” so we decided to own it.
We stuck with a black and white theme, using the Napster head as a reborn Jolly Roger, while sonic patterns reinforced the nature of the service.
A series of "pirate" TV spots aired nationally, with a glitchy broadcast and hypnotic voiceover.
As part of the work, I created a custom typeface for Napster. Napster Kraftwerk is an interpretation of Chank’s Kraftwerk font, edited for global regions and our specific media placements.