You know what you don’t do? You don’t mess with classic album covers. Unless you are Phil Collins, that is.
We worked with Phil on concepts and ideas for a reissue campaign of his catalogue. One of the riskiest ideas we’ve ever proposed grew legs – updating all the album covers in his discography, with current photos. This, understandably, went down with mixed opinions – ‘I’ll eat my hat if this sells well’; ‘Its commercial fucking suicide’ were two highlights from meetings we endured.
Amusingly, the ‘Take A Look At Me Now’ title came way later into the project – for a long time we didn’t know what to call it. Really obvious in hindsight.
Over Two Million sales later, all has been forgotten, even celebrated – we’ve got the awards to prove it.