The Assignment: Daisy Jones & The Six, a New York Times Best Seller with a passionate fan base, needed to attract its readers to the Prime Video adaptation. Our task was to ensure these fans tuned into the series and spread the word.

The Idea: We positioned Daisy Jones & The Six as a real band, collaborating with Atlantic Records and Hello Sunshine to create an actual album for a fictional group. Our goal was not only to sell the show but to cultivate real fans for the band itself. The campaign kicked off by re-releasing the bestselling book with new cover art featuring Riley Keough, driving it to the top of the New York Times Bestseller list. Daisy Jones then "signed" a record deal with Atlantic Records, and we launched Aurora, an in-world album with 11 original tracks. The music's success was amplified by collaborations with artists like Maren Morris and Marcus Mumford, leading to millions of streams and solidifying Daisy's rock god status, highlighted by a Rolling Stone cover feature.

Daisy's signature 70s style became a cultural phenomenon, with partnerships with Levi's, Free People, and Clairol making her look accessible to fans. Fashion collaborations allowed fans to embody Daisy's rock goddess persona, with a custom Levi’s top available for purchase. Our marketing efforts culminated in a robust out-of-home campaign, including Times Square displays and a trending teaser on Twitter. Social media kept the excitement alive with in-world content, and immersive experiences at SXSW engaged influencers, leading to a tribute concert with performances of Daisy's songs. The campaign's success was undeniable, resulting in Daisy Jones & The Six earning nine Emmy nominations and turning the fictional band into a cultural sensation.

Role: Art Director + Designer