My relationship with Slipknot spans multiple album cycles. I served as creative director on digital campaigns, including the Touche Booth ARG, tied to the “All Out Life” single on Roadrunner Records. Through my years of working with the band and management, several chapters of work were built around the same premise: Slipknot’s fanbase is one of the most engaged in music, and the creative had to be worthy of that.

Slipknot needed to launch their new single in a way that matched the intensity of their fanbase, not a press rollout, a real event. I built the campaign around a fictional Halloween costume company called Touché Booth. I developed the full brand identity and a functional photo booth web app where fans could try on masks and props that subtly referenced individual band members. We built out fake social accounts across Twitter, Reddit, and Instagram, ran paid media behind the Touche brand to give it real-world legitimacy, and seeded cryptic content over several days leading up to Halloween. Clown himself operated the accounts in character, including inside the Official Slipknot Discord, where he was accidentally banned by a mod who mistook him for a spam bot.