Tate McRae
The Challenge
Direct Tate McRae’s fourth studio album rollout and aesthetic.
The Creative Direction
As Tate McRae steps into a new tier of stardom, her fourth studio album’s direction puts at the center the one element every pop icon owns outright: her name. Built on the visual language of grids, nets, and solved patterns, the art direction turns Tate into both player and prize, her name the unmistakable mark of a pop star coming fully into her own.
The Lead Single
The era opens with an unmistakably pop lead single, rooted in usual sonic identity. The single is casino—themed, although the era isn’t. Titled “how to win me back”, the track positions Tate not as the prize, but as the game itself. Because sometimes, the chase is more exciting than the win.
Cover Artwork
Social Media Assets
Tate McRae’s social channels begin teasing the lead single through a series of branded “T” game cards, each revealing fragments of the song’s lyrics. Tate’s name becomes a recurring signature across every creative touchpoint of the era.
Activation
Step 1: Across all official channels, fans and viewers are invited to unlock exclusive never-seen-before lyrics of the upcoming record.
Step 2: The game users have to play is… Tate-Tac-Toe! (online)
Step 3: In a live match, competing against an unknown opponent live, whoever spells it first…
Step 4: …unlocks a signature “T” card with a lyric snippet.
The Album
CHECK TATE is a play on “checkmate,” reimagining the rules of attraction as a game Tate controls. But Tate isn't just another player. She is the game itself. Unpredictable, irresistible, and impossible to outplay, she bends the rules whenever she pleases, leaving everyone else scrambling to keep up. This idea comes to life through a surreal visual world of warped checkerboards, distorted chess pieces, and collapsing game spaces, where every attempt to make the next move is disrupted by Tate herself.
Album Cover
Opening the Vinyl Case…
CD - Alternative Cover
Poster 1
Poster 2
Stroke a chord? Keep exploring!