art direction: Allison Navon
media: Identity, Print, Web, Social Media
photography: Allison Navon
copywriting: Steven Acres & Allison Navon

objective: To promote a new TV station and demonstrate that Raw Rhythm only broadcasts music that is produced through acoustic means as opposed to the over-digitalization of today's popular music.

strategy: Create print ads that demonstrate Raw Rhythm's love for natural-sounding music. This idea was portrayed by creating instruments out of natural materials, such as dirt, flowers, wood, and leaves. Additionally, the copy supports the idea of bringing natural-sounding music back to life.

To extend the campaign, a microsite was created that allowed musicians to create music as well as collaborate with other acoustically-inclined musicians. This microsite is a way to create a community among musicians to promote their music and meet other artists like themselves. To support the site, a Facebook application was also created, which allowed Facebook users to upload their music and tag their friends to collaborate on the production of the song.