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sam fender

Arena Tour: 17 Going Under


“Go see it! You will be amazed and enthralled!”



"Backed by images of those whose lives he sings about, when he gazes upwards during The Borders’ line “she took those pills and now she’s gone”, it feels personal."


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.

Fray Team

Concept: Adam Young, Finn Ross, Letty Fox, Grace Arnott-Hayes & Norvydas Genys

Animators: Adam Young, Letty Fox, Andrea Scott, Grace Arnott-Hayes & Laura Perrett

Notch Design: Kira O’Brien

Photos by: Joe Okpako, Chloe Hashemi, Cara Kealy, SquaMatthew,, Robert Barrett

Creative Team

Production Design: Sam Tozer

Lighting Director: Luke Avery

Video Design: FRAY Studio

Camera Director: Charlie Woods

Production Management: Nub sounds

Kit Supplied by: Adlib

Video Programming: Ashley Ball

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sam fender

Arena Tour: 17 Going Under

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