Not many acts can sell out an arena like rock star and working-class hero, Sam Fender. FRAY Studio joined Sam for his 2022 arena tour, visually bringing his music to life through video and content design.

We visualised dark and sombre themes to represent Sam and his lyrics and match the rocky, raw and honest feeling of his music. Always working to elevate the story without dominating it.

The show was part live cameras and part animated content. Using a strict colour palette and minimal textures we created a unique but consistent-looking show. By carefully considering how the video content related to Sam Tozer’s set and its positioning throughout the show, we contrasted moments that felt enclosed and intense with moments which felt open and expansive depending on the needs of the specific songs.

Read more about the process of making the show here.