Our designs needed to represent the duality of live and theatrical performances, and also build appeal for both Metallica fans and the general audience.

We focused on a graphic iteration of the band logo's iconic "M." We used this as a graffiti element, striking through "Never" to create a visual shorthand for the movie's title.

We included a stencil with soundtrack packaging to encourage co-creation and built a Tumblr site for fans to upload their images.

The official poster features the film's star, combining the graphics of his bandana with that of Metallica performing to represent the dual performances. We also designed a physical bandana as merchandise.