Words + Music Launch Campaign: Moment 01
Peeling Back the Curtain
Identity, Trailers, Key Art, Print, OOH, Social Content
For over a year, Audible has been steadily releasing episodes for Words + Music, an audiobook series that packages together intimate storytelling sessions and raw musical performances from your favorite musicians. With enough content under the Words + Music umbrella, Audible wanted to make an official launch of the series and brand it as a franchise. We were brought in to create a visual language that would seamlessly thread the episodes together and make it feel like a cohesive whole. Our main challenge was to figure out how we’d create that connective tissue that looks and feels seamless but also touts the individuality and diversity of each creative. Our solve was to make the campaign feel as though it was handcrafted by illustrators using photography cutouts, paint strokes, scraps of paper and quotes pulled from each artists’ episode. To add to the feel of “pulling back the curtain” on these artists, we strove to add an imperfect quality to the animation that imparts a human element and sensibility, which we found by imitating the disjointed feel of stop motion animation. Dynamite Laser Beam created some custom sound design that featured tuning instruments, which perfectly set up these raw, intimate sessions and ties the whole thing together.