As a fan of this album, I wanted to take my own spin on the release of it and how it could have been perceived by the public. While the title of this album brings in the motif of weather patterns, the writing of the songs were revealed to be a story written about a relationship. So, instead of keeping just the weather patterns idea, I combined this with the idea of writing a story by incorporating a bolt burnt into the paper on which the story is being written by hand.
There was an opportunity for the billboards to use weather motifs in the language, and so I ran with that. Using well-known phrases that have to do with weather presents the album in an ambiguous way captures the attention of fans and non-fans alike. The text is both large enough and short enough for it to be read quickly at a distance, allowing for a contemplation in the moments after reading it.
When playing on Spotify, a motion graphic that mimics the progression of severe weather and the feelings that are conveyed through that visualization can be playing simultaneously with Spotify's video feature. Each point in time through the storm, warm and calm, charged and anticipatory, high winds destructive in nature, and the return of calm and warmth, can be viewed depending on which point in the album the listener is.