Create a central theme and conceptual world to generate interest in listening to the album, to stimulate online engagement, and to drive email opt-ins.
Campaign for
Indie-Rock Band
My Roles
The following is a holistic campaign that started with this album cover. Collaborating with my band, I conceptualized, produced, and designed everything for my band, Freefall Rescue.
- Marketing, CRM
- Creative Director
- Copywriter
- Video Production
Strategic Theme:
Join The Expedition
Luca, the child astronaut, represents our fearless inner child, encouraging us to explore and be adventurous.
She leads the band to “Join The Expedition” – and in turn, the band invites their fans.
As a result, fans come into closer contact with the band and exclusive content.
She leads the band to “Join The Expedition” – and in turn, the band invites their fans.
As a result, fans come into closer contact with the band and exclusive content.
Campaign Assets
Photoshoot
Following suit from the album cover, I developed a character aesthetic for the band and returned to the site of the original album photo to do a broader shoot.
I then retouched and enhanced the photography.
I then retouched and enhanced the photography.
Website
Leveraging the photography from the above shoot, I conceptualized and designed this themed website, around the album narrative.
Project: Website for Indie-Rock Band
Homepage
Homepage - Module 2
Opt-in Screen (Free Download)
Narrative slideshow - This would later come to life in the music video (see below).
Artwork for
Album & Singles
I designed this artwork for the album and digital single releases.
Digital + Physical Album - Cover / CD
Digital + Physical Album - Booklet
Digital Single - "Medicine"
Digital Single - "Lemons' (conceived from the music video)
Digital Single - "Here Comes the Rain Again"
Official Music Videos
Music videos were created, to tell the story of “Join the Expedition”, and to leverage all the footage to cut into short-form clips.
Project: Videos
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'
Social
Special, short video clips to to tease upcoming releases and support the theme. I edited down these short clips from long-form videos.
Project: Social / Indie-Rock Band
Special Features
Exclusive content for fans.
Behind the scenes (interviews, etc.)
Live Performances Streaming & On Demand
Behind the scenes (band life, etc.)
Variety Show
Email CRM
Using Drip.com software, I programmed logic tiers to communicate with new opt-ins.
Through a created a series of emails I progressively introduce news fan to the band, sharing exclusive content, insights, and messaging wiht a personal touch.
Through a created a series of emails I progressively introduce news fan to the band, sharing exclusive content, insights, and messaging wiht a personal touch.
My Process
1. It started with an Album Cover
Before any other visuals, this photograph was conceived. I then looked to build off of this into the larger campaign.
2. Goals for Campaign
1
Increase Social Engagement
2
New Email Signups
3
Add value to Music and Artist-Fan Experience
4
Improve Brand Identity
3. Strategy
Message/Theme
Become a heroic explorer in your life. Child astronaut guides the band towards the expedition, and we are inviting fans to Join The Expedition
Social Reach
Cut full-length content into snack size bites
Incentivize email signup
“Join The Expedition” as a theme to taking a journey with the bandFree exclusive song download with signupOngoing exclusive content
Add value to fan community
Create exclusive content for subscribers. Album deep dive interviews and content, behind the scenes, etc.
4. Assets
Phase 1 Assets
1
Themed Band Photos
2
Website Redesign to Theme
3
Social Prelim Announcements
Website Features:
Opt-in Capture w/ offer
Album Teaser
Story-telling Slideshow
Phase 2 Assets
Email CRM Journey
Live Stream Concert and Single Release
Themed Music Videos
Live Performance
Album / Song Interviews
Phase 3 Assets
Leverage long-form video – cut into short clips
