This project was an imagined tour campaign for the artist Lana Del Rey. The Pretty When You Cry West Coast Tour is an exciting and high-profile project aimed at promoting Lana Del Rey’s upcoming tour. This tour will focus on the West Coast, where her fan base is particularly strong. The primary goal of this campaign is to create awareness, generate buzz, and ultimately drive ticket sales for the tour. The tour aesthetics were inspired by the grungy yet soft and feminine style of the Lana Del Rey brand. The red color used throughout the campaign is inspired by the red Lana uses frequently throughout her branding and her signature red lip. Lana’s previous tours used art deco inspired fonts and color, and that was carried over for this campaign.