Toni Hollis Design
LOADING .
Mahalia
Letter-to-ur-ex
3D
Motion Graphics
Web
Client : Mahalia, Atlantic Records
Atlantic Records wanted to create an intimate and immersive campaign around the release of Mahalia’s 2023 EP, Letter To Ur Ex. The goal was not only to encourage streams but also to deepen fan engagement and highlight the heartfelt nature of the tracks.To create an interactive microsite that allows fans to explore the world of Letter to Ur Ex, we designed a different room for each track, which would ‘unlock’ over the course of the campaign.
The creative concept for each room was based on the artwork and music videos, while the overall look and feel of the site reflected a retro gaming and nostalgic style. We also included a ‘letter room,’ where fans could leave their own letters and read others’—building upon the EP’s ecosystem and fostering a sense of community within this world. Exclusive content hotspots and messages were scattered across the rooms as well as audio embeds and a dip gateway. To encourage pre-saves and streams.
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