Create a central theme and conceptual world to generate interest in the album, drive online engagement, and grow an owned email audience.
Campaign for
Indie-Rock Band
My Roles
A fully integrated campaign demonstrating end-to-end creative leadership across concept, narrative, branding, content, digital, video, and marketing systems for my band, Freefall Rescue.
- Marketing & CRM Strategy
- Creative Direction
- Copywriting
- Video & Visual Asset Production
Strategic Theme:
Join The Expedition
Luca, the child astronaut, represents the fearless inner child—encouraging curiosity, exploration, and adventure.
Through the theme Join the Expedition, the band invites fans into a shared narrative world, creating a sense of participation and discovery. This approach brought fans into closer contact with the band and unlocked access to exclusive content, driving engagement and email sign-ups.
Through the theme Join the Expedition, the band invites fans into a shared narrative world, creating a sense of participation and discovery. This approach brought fans into closer contact with the band and unlocked access to exclusive content, driving engagement and email sign-ups.
Campaign Assets
Photoshoot
In collaboration with our marketing lead, I helped develop a character aesthetic and expanded the album’s visual world with a location-based shoot. I shaped the final narrative through curation, sequencing, and retouching—ensuring consistency across campaign assets.
Website
Leveraging the campaign photography, I conceptualized and designed a narrative-driven website that served as a central hub for the album’s visual world and audience engagement.
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 the core album and single artwork, establishing the visual foundation and aesthetic that carried through the broader campaign.
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
Official music videos were created to bring the Join the Expedition narrative to life, with footage intentionally designed for reuse across short-form social clips and campaign content.
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
Short-form social clips were created to tease upcoming releases and reinforce the campaign theme, edited from long-form video to support ongoing engagement.
Project: Indie-Rock Band
Special Features
Exclusive content designed to reward fan engagement and deepen connection to the campaign narrative.
Behind the scenes (interviews, etc.)
Live Performances Streaming & On Demand
Behind the scenes (band life, etc.)
Variety Show
Email CRM
Using Drip, I designed and implemented a tiered email system to communicate with new opt-ins.
Through a progressive email series, fans were introduced to the band over time—sharing exclusive content, insights, and messaging with a personal, narrative-driven tone.
Through a progressive email series, fans were introduced to the band over time—sharing exclusive content, insights, and messaging with a personal, narrative-driven tone.
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
