Strategy and musical relaxation
Created for the internal communication of a bank, this piece was designed to boost employee morale during a major core banking system replacement project.
Inspired by Barack Obama’s campaign poster, the illustration uses the company’s colors and a quote from American rapper Dr. Dre (“And even when I was close to defeat, I rose to my feet”) to highlight resilience and motivation
“Straight Outta UAT GL2022” — a nod to the bank’s strategic project — plays on Dr. Dre’s famous slogan “Straight Outta Compton.”
The image of the artist performing during the Super Bowl 2022 halftime show, with his finger pointing upward as if signaling success, visually symbolizes determination and achievement, having grown up in a tough neighborhood (Compton).
Why Dr. Dre? Because DRE is a project implementation stage: Deployment / Rehearsal / Environment; and often, a rehearsal is needed — which translates to 'Rehearsal' in English — just like the rehearsals singers do before any concert.
The piece also aimed to draw a parallel between the success journeys of Dr. Dre and Barack Obama.