For ZAYN's first arena headline tour, FRAY developed a visual language that balanced the intimacy of his music with the scale of an arena. The creative direction centred on dark, atmospheric imagery, using negative space, texture, and restrained colour to create a cinematic live camera experience.

Rather than treating the production as a traditional IMAG show, the live cameras became part of the visual environment itself. Abstract textures and minimal interventions allowed each performance to feel immersive while keeping the focus firmly on the artist.

As Concept Designer, I developed the early visual direction for the tour, exploring atmosphere, camera treatments, and stage imagery that informed the wider animation and Notch production.

The final result was a visually understated performance that used light, movement, and composition to create intimacy on an arena scale.

My Role

• Concept Design

• Visual Research

• Creative Development

• Look Development

• Camera Treatment Exploration