Part 1 [December 2015]
The Alesso Collection was launched as part of Alesso’s overall “Less Is More” campaign. Exclusive Alesso merchandise was made available for 24 hours on alessoworld.com/collection.
A new logo was designed to be consistent with Alesso's current identity.
The Black Bomber was the first of a series of limited edition merchandise items.
To launch the website and generate buzz amongst Alesso’s loyal fans, images of the jackets were released to his socials.
Alessoworld.com/collection was password protected. Fans were instructed to follow Alesso on Snapchat to view the exclusive code.
“RED” was chosen to create a sense of urgency and to tease Alesso’s new branding element.
The campaign resulted in over 3,000 webpage views per day in the week leading up to the launch of the store. 15,000 page views on opening day.
The Black Bomber sold out in less than 5 minutes.
Part 2 [March 2016]
Part 3 [September 2016]
Greek Theatre, Los Angeles
Part 4 [December 2016]
This Alesso Collection release included 4 brand new items. We created a curated Instagram account specifically for this realease.
In this account, we included a puzzle for fans to solve using Instagram Bookmarks. Fans then reposted the artwork in their own feeds. Resulting in over 200 reposts and increased engagement for the account.