Diabolical

S1mba and KSI: Loose

What better way to promote a song about partying than with a giant red cup? When S1mba and KSI teamed up for anthem Loose in an effort to bring some joy to the country, the pair needed to get the word out in a way that echoed the carefree energy of the track at a time when the country is anything but.

Working with label Parlophone Records, we came up with something a little bit special: a show-stopping installation in key London locations that felt right for the vibe of the track. The installation, a huge red cup reading, “the whole country needs a break”, is unmissable in locations including Oxford Street, a valuable reminder for Brits going about their day to cut themselves loose every once in a while.