Prime Video Daisy Jones and The Six: Social Campaign

Amazon Prime Video vintage Retro 70s rock band music DAISY JONES AND THE SIX riley keough sam claflin

A Backstage Pass to Daisy Jones and The Six

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 Amazon Prime's 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 also developed separate approaches across IG, TikTok, and X to ensure the vintage content was delivered with a modern strategic touch.

Posters in the style of vintage rock ‘n’ roll merchandise featured photos of the cast in action, complete with the design aesthetic and in-world effect that became synonymous with the campaign. Every detail, from the typography to the colors and composition, were all treated with careful consideration to appear as genuine as possible.

Music videos, like the one above created for the original song "Look At Us Now (Honeycomb)," 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. As of now, the videos have been viewed over 3M times on YouTube alone.

Working in collaboration with the amazingly talented animators Sara Serna and Joaquín Sanchez, we were able to create these pieces, one of which won Bronze at this year's Clio Awards. The videos struck the perfect balance of vintage hues and textures, while feeling contemporary and fresh for younger fans of the show.

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.

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.

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.

The delay in production due to the pandemic gave the cast a chance to grind away at learning their instruments and vocal requirements for an extra year. This, in turn, provided a great opportunity to capture their respective journeys from pre-production to production as they went from castmates to bandmates. We took the documentary-style footage and prepared BTS edits for each of the talent to share with their fans, deepening the story’s authentic value for the audience.

And finally, to reach our core audience, we went lo-fi TikTok style, and created countless BTS videos to show our cast in the real world while they were out on the road doing their world tour. The cast was amazing and willing to participate in all our social video asks, which made the content feel as authentic to TikTok as possible.