With Adele owing the pop genre of music making a campaign for her hit "Send My Love" is a challenging task.... but not impossible. Reinventing her song and who she is as an artist I decided to take a different approach to the word "send" and decide to make the video about love letters. Making the music video circulate around a love letter opens the gate way for a lot-of options. When it comes to brand deals Office Depot can make a stationary set or even Starbucks marketing a pink drink that comes with a paper straw. Knowing how to market the song wasn't the hard part the hard part was selling the idea.
The music video focus on a girl writing her love letters but stuffing them into a box. Not sending them out means either her lover doesn't know she loves him or he doesn't exist. Allowing this up to interpretation out wide range audience can come up with different answers. Spoiler alert her lover died. Saving all these love letters in a box and placing them on his grave is her way to send her love. As I also designed the merchandise I thought it was important to have the halo ring above the envelop just as the love letters were above the casket. Below are some pictures of the merchandise I made along with the website.
Along with our merchandise and brand deals we decided to book Deenah (the name of our new artist)
the last day of Coachella. This will be a big break for her. She has also been able to release music along sound cloud and apple music. Having all these options open allows for a bigger range of audience to embrace her music. Having social media accounts also allows Deenah to connected to her fans. Instagram lives and twitter raffles keeps the fans connected to Deenah.
