Simon Cowell – Boyband Recruitment Campaign

Simon Cowell is on a mission to discover a boyband that can match the phenomenal success of One Direction, as he launches a nationwide talent search.

The music mogul, who famously put together Harry Styles, Niall Horan, Zayn Malik, Louis Tomlinson, and Liam Payne into One Direction on The X Factor back in 2010, is keen to replicate that success. Cowell revealed his plans to return to the “back to basics” of scouting talent, moving away from the grand auditions seen on The X Factor and Britain’s Got Talent

His campaign was launched in London with a billboard featuring a sunglasses-clad Cowell evoking Lord Kitchener’s 1914 recruitment poster with the words: “Simon needs you! Future megastars wanted for new boyband. No time wasters.”

I was asked to create the artwork for the billboard, which was ultimately installed on the day by Simon himself, as part of a stunt to promote the campaign.


  • Simon Cowell

  • June 2024

Creation of a billboard poster to promote Simon Cowell's search for a new boyband.