Apothic's fans are truly loyal, but breaking through to a wider audience would require
a larger-than-life approach.
Once the underground concert concept was approved with Bastille and Apothic, I worked with art director Josh McGonigle to develop content and design for social, sweepstakes, and shape a concept around the behind-the-scenes video content captured by CBS on the tour.
We developed all the creative for a mini-campaign promoting a "secret" one-day Facebook Live-only concert stream with exclusive access to Apothic fans, concepts and layouts for on-site interactions,
as well as digital banners, and video that provided a fully immersive brand experience
live and digitally, before and after the show.
Read more about the hype and the numbers here.
When Apothic needed events and materials throughout the year,
I proposed, researched and wrote for the Apothic Dark Blood Moon/Star Party concept here.
I also wrote "Uncorked" neck tags for Crush, Red and Dark shown in the pitch deck and throughout the campaign.
CREATIVE DIRECTION: Craig Mikes | George Ellis
ADDITIONAL DECK WRITING: George Ellis
ART DIRECTION: Josh McGonigle | Drew Hammond