AMEX x Justin Timberlake

A JUSTIN TIMBERLAKE ALBUM LAUNCH EVENT HELD THE NIGHT BEFORE HE TOOK STAGE AT THE SUPER BOWL IN MINNEAPOLIS AT PRINCE’S ESTATE.

Justin Timberlake came out with a new album, Man of the Woods, and with every large album release there are a lucky few who get to hear it before anyone else. This time, those lucky few were American Express Card members.

We turned the average album listening party into American Express Listening Experiences that transformed the listening environment completely to complement and overwhelmingly enhance the experience of the first-time people heard Justin’s new album.

We took over spaces in NYC and Paisley Park, yes Prince’s house, and transformed them into forests perfect to hear his new record.

The results were insane with articles in every major entertainment publication leading to over 2 billion impressions from three activations.

Prince’s house. Prince’s house. Prince’s house.

For his album release party we brought the Man of the Woods forest to Paisley Park. We create a physical/digital version of the forest and projected it all over the walls, completely surrounding guests with a forest in the middle of Prince’s very own in-home venue.

THE LIVESTREAM

AND We created streamed out the album release event on American Express and Justin’s social networks, a first for American Express.

THE SINGLE

we custom cut wooden vinyl of Justin Timberlake’s first single, Filthy, only 1000 were made for guests and they were immediately put up on eBay with prices fetching up to $75.

THE MERCH

We also created loads more exclusive merch/activities for guests, including silkscreen shirts, which have become official JT tour merch, a custom forest scent creator and even a place to roast marshmallows, inside. 

AND NOMA

Just for kicks, we got the guys from Noma, one of the best restaurants in the world, to curate a menu for the guests that included ants with black garlic and rose oil and grasshopper pancakes.