When the garage-influenced club hit "My Heart’s Been Waiting for You" emerged from the collaborative efforts of Craig David and Nathan Vincent Duvall (Duvall),it was evident that this track radiated summer warmth and all-around good vibes. Recognising the magic of this soulful and anthemic house track, Sony Records and Craig's management sought the artistic touch of their long-term creative collaborators, JAM Creative, to design the artwork for the single cover.
The song encapsulated a perfect blend of nostalgia and freshness, boasting soulful melodies that effortlessly glide through the track, accompanied by irresistible house beats. Craig David's mastery of his craft shines brightly in this vibrant hit, solidifying his place at the pinnacle of the music scene.
With numerous stakeholders, including Sony Records, the artists, and their management teams, JAM Creative's creative prowess was put to the test. Yet, their innovative concepts and visionary approach garnered unanimous agreement that their artwork would significantly enhance the visual experience surrounding the single's release.
The artwork theme for "My Heart’s Been Waiting for You," featuring Duvall, needed to seamlessly align with the overarching inspiration of the "22" album artwork. The number "22" held profound significance for Craig, symbolising his 22nd year in the music industry and carrying spiritual wisdom for cosmic destiny believers. JAM Creative's approach involved crafting a comprehensive campaign that ensured each single's artwork harmoniously contributed to the larger narrative of the album's release.
The final artwork is a breath-taking visual journey through the night sky, with Craig David positioned within a galactic nebula of stars masterfully shaped into a heart. The artwork encapsulates the emotion and energy of the song, creating an immediate connection with the audience.
JAM Creative's history of collaboration with Craig and his management allowed them to intimately grasp his artistic vision, translating it seamlessly into the artwork. Their adeptness at listening, planning, and creatively directing culminated in a coherent and captivating visual representation of the album and its individual singles.