ALICIA KEYS

360˚ALBUM CAMPAIGN ⇄ THEATER CAMPAIGN

Creative direction and integrated campaign work supporting Alicia Keys’ music, public voice, and cultural presence. The projects focused on translating artistic intent into clear, scalable visual systems that could operate consistently across digital, social, experiential, and physical environments.

The work balanced authentic expression with strategic structure, ensuring that visual language, tone, and execution aligned with both creative vision and audience engagement at a global scale.

Working at the intersection of music, identity, and culture, the project required close collaboration across creative, management, and production teams. The result was a cohesive brand expression that evolved with releases, performances, and public-facing moments, while maintaining clarity and continuity.

Creative Direction: Michael Robinson
Client: Alicia Keys and J Records
Focus: Brand Systems · Integrated Campaigns
Scope: Promotion Design · Image Direction · Identity Design · Illustration · Packaging
Platforms: Digital · Experiential · Physical Products · Videos

Alicia Keys • Hell’s Kitchen

Hell’s Kitchen is a critically acclaimed Broadway musical by Alicia Keys, generating over $100M in ticket sales across nearly 800 performances, earning 13 Tony nominations, and launching a national tour following its Broadway run.

Outdoor Promotion Campaign • NYC Transit Posters

Digital illustration of a woman's face with purple skin, gold hoop earrings, and colorful lips. She wears a dark blue cap with neon pink and blue text and logos, including "Hell's Kitchen" and "A New Musical." A gold tag on her ear reads "Music & Lyr
Colorful exterior billboard advertisement for the musical 'Hellos Kitchen' featuring stylized illustrations of a woman singing at a piano, a woman with large earrings, and a large heart with piano keys, against vibrant backgrounds of purple, pink, or
The poster for the musical 'Hell's Kitchen' features a stylized illustration of a woman's face with purple and teal shading, gold hoop earrings, and a golden tag with the words 'Music & Lyrics by Alicia Keys'. The background is a gradient from yellow
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Outdoor campaign • Bus Shelter
Hell's Kitchen • Poster
Hell's Kitchen • Illustration

Alicia Keys • Songs In A Minor • 360º Album Campaign

Alicia Keys' debut album, Songs in A Minor, is a landmark R&B project that achieved massive critical and commercial success.

Fallin': The lead single reached #1 on the Billboard Hot 100 and has accumulated over 699 million streams on platforms and 379 million streams on YouTube

Worldwide Sales: The album has sold over 12 million copies globally.

U.S. Sales: It is certified septuple platinum (7 million units) by the RIAA as of 2020.

Chart Debut: It debuted at #1 on the Billboard 200, selling 236,000 copies in its first week.

UK Success: The album peaked at #6 and has sold over 1.1 million copies. 

Grammy Wins: Alicia Keys won 5 Grammy Awards in a single night (2002), including Best New Artist and Song of the Year for "Fallin'".

Billboard Music Awards: In 2001, she won Female Artist of the Year, New Artist of the Year, and R&B/Hip-Hop Album of the Year.

Historical Significance: The album was inducted into the National Recording Registry in the Library of Congress in 2022 for its cultural importance. 

A Woman's Worth: NAACP Image Award for Outstanding Song.

The song reached #7 on the Billboard Hot 100 and #3 on the Hot R&B/Hip-Hop Songs chart. Internationally, it peaked at #16 in Australia and #18 in the UK.


Album cover and CD of Alie Keys' music album titled "Songs in Aminor" featuring a woman wearing a green hat and outfit, posing with hand on hip against a dark background.
A woman dressed in an eclectic, high-fashion outfit lying on a vintage velvet sofa. She wears a large red floppy hat, a white striped shirt with a black and red striped tie, a fur stole, and multiple jeweled belts. In one pose, she blows a bubblegum
Three women in stylish clothing posing with a white piano. The woman on the right is relaxing on the piano, wearing a black and beige tie-dye jacket, a white hat, and jewelry. The other two women are featured in smaller inset images, also wearing tie
Collage of black and white photos of a young woman with braided hair, playing a keyboard, lying down, and posing with handwritten text overlays.
A woman lying on a green cushioned sofa, smiling and wearing a brown outfit with a pointed headwrap, and a young person playing a white grand piano, wearing a black and gray tie-dye jacket, with braided hair.
A young woman with braided hair and bead accessories, wearing a sleeveless leather top, standing in front of a plain white wall.