Jolie Clemens
ROLE: CREATIVE DIRECTOR, ART DIRECTOR, DESIGNER
Jolie Clemens
ROLE: CREATIVE DIRECTOR, ART DIRECTOR, DESIGNER
ALBUM CAMPAIGNS
ROLE: CREATIVE DIRECTOR, ART DIRECTOR, DESIGNER
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JOLIE CLEMENS
CREATIVE DIRECTOR
BACKSTREET BOYS MILLENNIUM 2.0
REIMAGINING A CULTURAL ICON
PHOTOGRAPHY: BRIAN ZIFF
OVERVIEW: Millennium 2.0 revisited one of the most recognizable album visuals in pop history. The goal was not to modernize for the sake of relevance, but to honor the original imagery while subtly reinterpreting it for a contemporary audience. The work required restraint, cultural sensitivity, and a deep understanding of why the original resonated in the first place.
THE APPROACH:
Rather than reinventing the visual language, the approach focused on preservation and refinement. Composition, tone, and symbolism were carefully reconsidered, retaining the emotional core of the original while adjusting proportion, clarity, and finish to meet contemporary standards.
PHOTOGRAPHY: BRIAN ZIFF
EXECUTION:
• Creative direction and visual oversight
• Interpretation of the iconic Millennium photoshoot
• Direction of updated imagery and production
• Alignment with band, management, and stakeholders
• Preservation of cultural continuity across release materials
PHOTOGRAPHY: BRIAN ZIFF
WHY IT MATTERS: Millennium 2.0 demonstrates how creative direction can act as stewardship rather than disruption. When cultural artifacts are revisited with care, they can remain alive without losing their meaning.