Angels & Airwaves LOVE
LOVE was going to be a milestone in Tom DeLonge’s career. Years in the making, his concept album & filmmaking debut was a huge endeavor that he couldn’t wait to debut & his fans were clambering to see.
But, first it needed visuals as unique as the project itself.
A Lonely Dreamer
With only a few screenshots to show from the unfinished film, immediately an image stood out. An astronaut on a bus bench was visually unique & could represent the movie well, but most importantly, fans of the band could easily relate to the lonely dreamer lost in his thoughts, enveloped in darkness.
The Moonman
A lonely dreamer astronaut on a crescent moon created an out of this world, instantly recognizable mark. The Moonman struck a chord with fans who quickly associated the Moonman not only with Angels & Airwaves but, also with themselves.
FAR Beyond a Logo
Activations creating buzz around the film featured people dressed as the Moonman at various global film festivals & San Diego Comic-Con, which helped to secure additional showings & eventually led to multiple awards.
More Than a Box Set
Since the release of the LOVE boxset in November 2011, the Moonman has become the premier mark for Angels & Airwaves. An immediate hit with fans, the “Lonely Dreamer” feel also opened the brand to new audiences who loved space but may not have have been previously familiar the band.
Moonman oriented merchandise has been the top-seller for the Angels & Airwaves every year since it’s release.
ANGELS & AIRWAVES
LOVE
Branding & Packaging
SERVICES
Art Direction | Branding | Packaging | Activation
Brand Identity, deluxe album packaging & marketing activation.
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Deluxe album consisted of a screen printed sleeve with translucent Moonman window. The 3 fold packaging was printed on a foil paper which shimmered when exposed to light and highlighted the nebula print. The set also included a two-sided 20 panel fold out poster & booklet.
Multiple levels of collector edition sets included t-shirts, posters, a graphic novel & there was even twenty five $1,000 "Platinum" sets that included a customized & signed Epiphane guitar.
Tom DeLonge photo courtesy of Danny Peart
Activation photos courtesy of Angels & Airwaves, To The Stars, inc & LemonJelly
