“NEON HEALING”
Nora Collins unveiled her new single, "Neon Healing," on May 15, 2020. This release marked a significant turning point in her career as it aimed to re-imagine Nora's image & musical style, embracing a more edgy, fun, & flirty vibe.
THE REBRAND
Before the release of "Neon Healing," my team & I began an exciting journey of rebranding to set the stage for Nora’s new chapter. The process began with a carefully designed photoshoot. Drawing inspiration from the new track, we beautifully captured the edgy, fun, flirty, & fresh elements we sought to convey, aligning perfectly with Nora's evolving artistic career.
PRE-RELEASE
Months before release, I meticulously planned the re-introduction of Nora to her audience, amping up excitement for her new track, “Neon Healing.” Envisioning a show-stopping moment, I conceptualized a captivating video that perfectly captured Nora’s new image & music. The video artfully drew the audience in, sparking curiosity and leading to an influx of pre-release sign-ups for the song 2 weeks before release. A big thank you to Jason Lee Denton for helping bring my ideas to life & for editing this amazing video!
POST-RELEASE
Following the release of "Neon Healing," we began a marketing campaign aimed at captivating the audience's attention. To maintain the interest of existing fans & attract new ones, we placed our focus on engaging video content for our advertisements. This content included a “Neon Healing” audio video, lyric video, an acoustic performance video, & an exclusive behind-the-scenes photoshoot video.
NEON HEALING HAPPY HOUR
(sponsored by Pennington Distillery)
As part of our marketing efforts for "Neon Healing," we created an engaging virtual happy hour campaign, taking place every Thursday at 4 pm. Nora, accompanied by a special guest, went live on her Instagram & Facebook to host these gatherings. During the live happy hour, Nora would spontaneously select a cocktail for the day & encourage fans to follow along as she prepared it.
Thanks to the generous support from Pennington Distillery, the virtual happy hours were sponsored, allowing us to use their Pickers Vodka, Davidson Reserve Whiskey & Bourbon, and their Whisper Creek Tennessee Sipping Cream to craft delicious cocktails. The live videos presented an opportunity for fans to connect personally with Nora & her music.
To add excitement, Nora surprised one lucky fan during each live session by sending them a special gift. The gift package included an autographed photo of Nora, a signed EP, a personalized Nora Collins koozie, and exclusive merchandise from Pennington Distillery.
The virtual happy hour campaign proved to be a huge success, fostering a genuine and intimate bond between Nora and her fans, while also expanding her audience base & promoting her new song.
Thank you to the team who helped me out on this project!
Artwork: Jason Lee Denton
“Neon Healing” Visualizer: Jason Lee Denton
Photographer: Bree Fish
Photoshoot Creative Director: Katie Cook
Photoshoot Stylist: Kate Brown
Photoshoot Hair & Makeup: Tarryn Feldman
Photoshoot BTS Video: Natalie Ruffino