Anti-Flag’s 10th studio album, "American Fall", follows 2015’s well-received "American Spring". With Good Charlotte’s Benji Madden on board as co-producer, the band has intensified their signature anthemic style with bigger melodies, tighter song craft, and thicker guitars.
"The politics of distraction influences people to lose focus on what makes a positive impact on their lives and the world. It encourages people to make choices that are not in their best interest and reduces society's ability to make progressive change.
The American Fall is our rejection of this harmful distraction. At this crucial moment in history, we must focus on pushing past the status quo to create a better and more just world. We reject the proliferation of exploitation, racism, bigotry and socioeconomic injustice that dominate the policies of Donald Trump, just as we renounce the neoliberal status quo that came before him."
The American Fall is our rejection of this harmful distraction. At this crucial moment in history, we must focus on pushing past the status quo to create a better and more just world. We reject the proliferation of exploitation, racism, bigotry and socioeconomic injustice that dominate the policies of Donald Trump, just as we renounce the neoliberal status quo that came before him."
- Anti-Flag
A brand system and visual campaign was created for the "American Fall" era of Anti-Flag, driving packaging, promotion, stage design, merchandise, plus unique ways to form an intimate connection with a passionate fanbase.
Record Label: Spinefarm Records
Management: MDDN
Teaser videos, each featuring a hint of a new song, were posted on social media to announce the album and continued, leading to the album's release date.
The album cover features an unoccupied oval office and a money pile forming a skull when viewed directly. The pile of money is intended to be viewed form various perspectives, shown on the interior packaging.
The album's logomark was wheat pasted in Pittsburgh prior to the album's release. Longitude and latitude coordinates were given to entice fans to discover the art in person.
Two art shows, named after one of the album's tracks "I Came. I Saw. I Believed.", was held in London and Los Angeles to celebrate the album's release and to give fans an intimate experience with the album's art and band.
"Any chance we can get to extrapolate on the experience of the record, we take it. The art shows we did for "American Fall" in London and LA were us just trying to connect with people beyond a 2 and a half minute punk rock song."
Anti-Flag
The brand elements were used in official music videos. A "technical difficulties" treatment became a repeating element housing important facts dispersed in the videos.
The "American Fall" look and feel was carried through stage design and merchandise.
Credits
Concept, art direction, and design: Doug Dean
Skull concept inspired by Noah Scalin
"Anatomy of War” sculptures: Noah Scalin
Front cover render: Nathan Inglesby, AnimalMusic Video + Teaser Video: Doug Hemlick
Art Show Video: Alexandra Snow
Wheat Paste: Doug Dean + Rob Larson
