THE BAND PERRY
Vulnerability, honesty, and truth are at the thematic heart of "Comeback Kid", and so campaign visuals revolved around fleshtone and white color palette, and "matter-of-fact" binary digital typeface so aesthetics felt factual and authentic while still maintaining a beauty heard in the song on a sonic level. For film elements, the same virtues were preserved by creating a hybrid 8-bit digital / VHS magnetic tape combination graphics ensemble to block against artistic footage of the artists. A 4-part viral video series was released to symbolize change and triumph as interpreted from each band members' own unique point of view, and lyric teasers and complete lyric video were also premiered on the single's release day.
The "Comeback Kid" rollout campaign pointed toward the August 1 release day of the song, dubbed #COMEBACKDAY, which is found in the song's lyric. As film and design components were added daily in the week prior to #COMEBACKDAY, fans were also offered the interactive website ComebackDay.com, which allowed them to place their own initials into a lo-fi "CBK" branded image, save it, and add it to their own social media profiles. Radio and industry were sent custom swag and cryptic album teasers triggered on their computers by boxed webkeys.
The single rollout campaign culminated in a 24-hour live stream on Facebook, chronicling THE BAND PERRY's #COMEBACKDAY in its entirety. Over 6 million people experienced the live stream, and it drew more that 250,000 comments from enthralled fans.
In the song's leadup week and first week on sale, audience online reach was over 15 million people, with thousands creating their own ComebackDay.com custom image, and #COMEBACKDAY trending on both Facebook and Twitter.
PRODUCER JARED SPARKMAN.
"COMEBACK KID" BY KIMBERLY PERRY, NEIL PERRY, REID PERRY.
DESIGN SAM KAUFMAN.
PHOTOGRAPHY BRETT WARREN.
PRODUCTION DESIGN DAN CARR, OWEN THOMAS.
H&M / ART DIRECTION GIOVANNI DELGADO.
H&M ASSIST BRIDGET MURPHY, MEEGEN PEARSON.
DP (CBK FILM SERIES) MIKE YONTS.
LIGHTING DESIGN (FILM) ANDREW BISSONNETTE.
STYLE / WARDROBE MARIE PERRY & LOREN DAUGHDRILL.
ASSIST KAELA ALLEN.
PROD / POST: ABSORB.
LABEL INTERSCOPE / MERCURY NASHVILLE.