We spent the last few months of 2016 working on the campaign for Michael Ball and Alfie Boe’s new number 1 album ‘Together’.
Working closely with the label, artist management and the artists from the beginning of the campaign gave us the opportunity to produce various assets in a cohesive and holistic way and allowed the label to strategise a full campaign. Armed with a huge array of tools the marketing department were able to build up awareness leading up to the album release and still have fresh tools to continue and ramp up the campaign post release.
We delivered over 50 different assets (and still going) from 10 second comedy teasers for social media through to mini documentaries for Amazon, various different TV ads and a music video directed by Michael and Bart (our Michael!).
All the assets and the video were shot over the course of a week late in August in New York where Michael and Alfie had just finished recording the album. Although a very full on shoot and schedule we had great fun with Michael and Alfie who, as well as being amazing vocal talents, were a natural comedy double act which really came across on camera and we were able to utilize in a lot of the tools produced.
Although it was always hoped that the album would do well it exceeded all expectations by outselling massive competition from The Rolling Stones, Little Mix and Elvis to hit the number one spot after six weeks in the top 4 and then staying at number 1 for a second week winning the fabled Christmas Number 1 spot! The marketing campaign is also up for an award with Music Week.
Below are just a few of the assets we produced.
Together – Highlights from the Album – Music Video
Mini doc. for Amazon Front Row
10 Sec teaser TV Ad
30 Sec TV Ad
20 Sec TV Ad