Daisy Jonesand The Six

• (OVERALL)
  With a sexy, cool, 70s Los Angeles backdrop and an electric ensemble cast, we knew fans would love an all-access pass to the world of Daisy Jones and The Six. Through this, we gave fans the behind the scenes look at the band through a documentarian-style lens in both our content and our in-world “Daisy Chain” CM strategy. We developed separate approaches across IG, TikTok, and Twitter to ensure the vintage content was delivered with a modern strategic touch.
  
  Music videos, like the one above created for the original song 'Look At Us Now', added an unprecedented layer of authenticity to the Daisy Jones and The Six world we were constructing. The songs were produced by Atlantic Records and took the form of a complete album, and the videos were seeded out on their YouTube and social media channels, much like they would do in support of a real musician’s record. Amazon also boosted the release’s visibility by posting to their channels as well.
  
  The show’s Instagram grid was fundamental to our strategy in achieving the utmost authenticity. The idea was to make it feel curated as if it was coming straight from the band photographer’s perspective: images with no text, no design, and no apparent signs of “marketing”—a legitimate peak behind the curtain at the artist’s journey. To add to the in-world aesthetic, the videos were captured on a 16mm film camera, featuring candid moments of the band during the rise of their rock ‘n’ roll stardom.
• (CM STRATEGY)
  Daisy Jones and The Six had an incredibly active fanbase with stan accounts popping up left and right. We saw this as an opportunity to build and nurture relationships with super fans while seeding out our content in an interesting way. To generate buzz for our character poster release, we teamed up with our largest fan accounts and provided them with early access to our assets to “leak” to their followers.