Photography and design by David Rice
Creative Direction: Lisa & David Rice
Objective: Introduce new artist Chelsea Williams to press, lifestyle brands, and tastemakers.
Challenge: With nearly 100,000 new tracks uploaded to streaming services every day, do you really think they're going to read your email?
The Plan: Step out of the digital world with hand-crafted, thoughtfully curated gift boxes that embody Chelsea's High Desert Americana style- delivered to target contacts via USPS Priority Mail.
Results:
- 90% response rate.
- CMT features Chelsea in new artist spotlight, adds Dreamcatcher video to rotation.
- Cross-promotions on social, including giveaways from Martin Guitars, Crosley, and Airstream.
- Strong first impression kicks off important relationships.
What's in the box?
- New Mexico Saddle Blanket
- Madre and Union brand mezcal
- Picosos' spicy peanuts
- Dried sage, Maya matches
- Scorpion lollipops
- Hand-sewn dreamcatcher
- Cassette player, preloaded with sampler tape
- Printed, postcard-sized one-sheet
- Leather-bound handwritten note
- Printed card pointing to music video (below)
Dreamcatcher
Filmed on location in Marfa, Texas
Directed by Jonathan Pears
Producer & Creative Director: David Rice
Concept and Story: Lisa & David Rice
