Kerry Washington, former Neutrogena brand ambassador
Album Launch Campaign
Brand & Ecommerce Ecosystem —
A concept-led campaign that evolved from a single album cover into a connected world across content, platforms and fan engagement.
Join the Expedition
Concept-driven album campaign built around a narrative of exploration, carried across all touchpoints.
Role & Contribution
I led creative development across the campaign, from concept through execution.
This included developing the narrative, defining the visual direction, and producing all campaign assets across channels.
This included developing the narrative, defining the visual direction, and producing all campaign assets across channels.
From concept to campaign ecosystem
Campaign Evolution
Album
Cover
Cover
Narrative
Development
Development
Website
Music
Videos
Videos
Expanded
Artwork
Artwork
Social
Content
Content
Special
Features
Features
CRM
Journey
Journey
Album Cover
(Concept Origin)
The campaign began with the album cover, introducing the character of Luca and establishing a theme of exploration.
The concept expanded into a broader narrative across photography, video, social content, and a full campaign ecosystem.
The concept expanded into a broader narrative across photography, video, social content, and a full campaign ecosystem.
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Narrative & Visual Development
The initial concept evolved into a narrative framework connecting the album’s music, visuals and audience experience, culminating in a photoshoot that defined the campaign’s visual world.
The central character, Luca—a child astronaut—represents curiosity and exploration.
Through Join the Expedition, the campaign invites fans into a shared narrative world, encouraging participation and ongoing engagement.
The central character, Luca—a child astronaut—represents curiosity and exploration.
Through Join the Expedition, the campaign invites fans into a shared narrative world, encouraging participation and ongoing engagement.
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Website (Narrative Hub)
A narrative-driven website served as the central hub for the campaign’s visual world and fan engagement.
The site introduced fans to the story behind the album while supporting email sign-ups and ongoing interaction with the band.
The site introduced fans to the story behind the album while supporting email sign-ups and ongoing interaction with the band.
Project: Website for Indie-Rock Band
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Homepage
Homepage - Module 2
Opt-in Screen (Incentive: Download Unreleased Song)
Narrative slideshow - This would later come to life in the music video (see below).
Music Videos (Live-Action Storytelling)
Music videos brought the 'Join the Expedition' narrative into live-action form.
I led production and creative development across the videos—including concepting, location scouting, assembling crews, directing one video, and overseeing editing and post-production.
I led production and creative development across the videos—including concepting, location scouting, assembling crews, directing one video, and overseeing editing and post-production.
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Project: Videos
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The "Join The Expedition” narrative comes to life in this video for the albums title track., telling the story of the band meeting Luca and where she takes them next.
Song: "Medicine"
Song: "Lemons'
Expanded Artwork
(Release Assets)
Additional artwork was developed for singles and album packaging as releases unfolded.
Each piece extended the visual identity established by the original album cover while maintaining a cohesive campaign aesthetic.
Each piece extended the visual identity established by the original album cover while maintaining a cohesive campaign aesthetic.
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Digital + Physical Album, Front & Back
Physical Album - Insert Booklet
Digital Single - "Medicine"
Digital Single - "Lemons' (conceived from the music video)
Digital Single - "Here Comes the Rain Again"
Social Campaign Systems
Short-form content developed throughout the release cycle, extending the album’s narrative and visual system across social platforms.
Built from original shoot footage and campaign assets, each piece uses custom edits, alternate audio, and format-specific composition.
Built from original shoot footage and campaign assets, each piece uses custom edits, alternate audio, and format-specific composition.
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Project: Social Content, Indie Rock Band
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Event
Music Breakdown
Teaser for release
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Special Features
(Extended Content)
Behind-the-scenes videos and exclusive content rewarded fan engagement and expanded the campaign’s storytelling world.
These pieces helped deepen the relationship between the band and its audience.
These pieces helped deepen the relationship between the band and its audience.
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Behind the scenes (interviews, etc.)
Live Performances Streaming & On Demand
Behind the scenes (band life, etc.)
Variety Show
CRM System
(Fan Engagement Journey)
A tiered email system was designed in Drip to nurture new fans over time.
Subscribers were introduced to the band through a progressive sequence of narrative-driven messages and exclusive content.
Subscribers were introduced to the band through a progressive sequence of narrative-driven messages and exclusive content.
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