Backbone x Post Malone
Backbone introduced a limited-edition CMF collaboration with Post Malone, who approached Backbone with the idea of partnering. Inspired by his favorite color, green, Malone designed this unique colorway. Adding his logo as a personal touch on the back of the controller which glows in the dark—perfect for those late night gaming sessions.
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My contributions included defining the campaign's visual tone and style, developing a comprehensive shot list for the photoshoot, and creating social assets to build anticipation for the product. These assets were utilized across social media, email campaigns, and marketing materials to drive engagement and awareness.
CREDITS
Company / Backbone
Photography / Recess Studio
Brand video / Post Malone creative studio
Creative Director / Robin Marich
Design support: / My Pham
Render artist / Alfredo Tato
The campaign relied heavily on photography to showcase the product and emphasize its distinctive CMF. I aimed to incorporate natural elements like moss, smoke, and rocks to embody the soft yet raw essence of Post Malone's personality. I supplied the moodboard and art directed the photoshoot for our key visuals.
The launch campaign involved a series of “beats” that we mapped out to tease before the drop as well as multiple posts on social and email during and after the product launch.
I collaborated with our render artist to create a series of vignettes that showcased the product and its distinctive packaging. Realizing the need for quick, last-minute content, I produced a series of short teaser videos that helped build anticipation for the launch and engage our core audience.
Post Malone’s creative team produced this brand video for Backbone based on our overall direction. The video became a central piece of our launch campaign and was repurposed across various assets for the launch.