Lighting and show designer Sam Tozer of Vision Factory issued FRAY a mood board that set a broad style for Sam Fender’s live presence. The look was raw and rough, as Sam’s lyrics burn with rare honesty and anger. The team wanted to bring these qualities front and centre to amplify his message where necessary.
They gathered as many references as possible and began to sort them into styles and themes, all without specific songs in mind. They continued building ideas, coming up with and refining particular looks by adapting them to fit the show’s screen template. Then, with the help of Sam Tozer, FRAY began assigning songs to said looks. With the approval of management, they began production. The turnaround was tight, but the style and intention were clear, so they were able to work quickly.
The final product was a success, receiving five-star ratings from Dave Simpson of The Guardian, who praised the personal nature of the show, and EJ Scanlan of TotalNtertainment, who admitted shedding tears as the visuals appeared on the LED screen during the performance’s emotional peak.