Two decades since his Pop Idol win, English singer Will Young released his third greatest hits album, titled "20 Years: The Greatest Hits," under the Sony Records label. He and his management team turned to JAM Creative to create album artwork that befit one of the UK’s most beloved recording artists of the past 20 years. The album features a collection of Young's biggest hits, and the creative approach involved placing Will in a virtual room surrounded by the covers of all the singles for which he is best known. JAM utilised their expertise in compositing and retouching to bring this vision to life, ensuring that the final result was both artistically and visually satisfying.
JAM Creative's collaboration extended to crafting the CD artwork and deluxe versions of the album, as well as a 16-page album booklet. The booklet adopted a scrapbook aesthetic, complete with snapshots, memorabilia, and lyrical reflections on some of Will Young’s most prominent singles. This offered fans a beautifully presented glimpse into the world of their favourite artist.
The album also featured a new track titled "Why Does it Hurt?" for which JAM Creative also designed the cover artwork.
To round off the campaign, JAM Creative designed the artwork for the "20 Years" UK Arena Tour. The concept for this artwork placed Will amidst a thoughtfully choreographed procession of his hits, represented as vinyl records. The result was a visually appealing poster that also conveyed the immense scale of the sold-out tour.
Will Young, his label, and his management were highly pleased with the outcome, and the tour, single, and album all achieved great success.