Sasha Sloan: Sad Girl

To celebrate the release of Sasha Sloan's album Only Child, we created a campaign allowing fans to discover which kind of "sad girl" they are.

Fans are asked a series of questions which reflect Sasha's lyrics and tone of voice, such as "where do you most like to cry?" and "do you go to greater lengths to avoid mirrors or parties?". She then analyses your listening history to determine your "sad girl" persona based on her genres and album titles, such as "Emo Loser" or "Indie Sad Girl".

The style of the experience is based on the lo-fi aesthetic of Sasha's branding, complete with static and coloured filters. Each result comes with an illustration inspired by Sasha Sloan's album cover for "Self Portrait". Presented as a text conversation, Sasha herself guides visitors through the experience creating personal connections between fans and the artist.