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Travis Scott


Project Type

Content Experiential Launch



The Brief

To launch Travis Scott’s long-anticipated Astroworld album, his management tasked us with creating a cut-through cultural activation that told the story of the album.

The Spark

Researching the place that inspired the album’s name—the now-shuttered Six Flags AstroWorld theme park in Trav’s hometown of Houston—we discovered the entrance to the Texas Cyclone. We had found our gateway.

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The Work

We created an icon, reimagining the entrance of the Texas Cyclone ride as an entrance into the world of the album—and an invitation to step into the artist’s mind. We rendered it in a style that blends the retro-amusement park style with a modern, psychedelic vibe.


Our motif took on a life of its own, informing the album cover, OOH, global IRL pop-ups, Fortnite activations, and countless pieces of fan art.

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Agency :
VIRTUE Worldwide

Creative Director (Art) :
Don Kim

David LaChapelle

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Why We Run

Community Engagement Digital Experience User Research