Daisy Jones & The Six

Turning Fiction Into A Cultural Phenomenon

Treated Daisy Jones & The Six like a real band — building belief instead of marketing a show.

→ 400M+ video views, 40M engagements, 1.1M tweets

Daisy Jones & The Six

360 Marketing
Campaign Execution
Creative Direction
Integrated Campaign Strategy
Cross-Functional Collaboration
Brand & Cultural Activation

2023 CLIO SILVER
Daisy Jones & The Six Integrated Campaign

2023 CLIO SILVER
Daisy Jones & The Six Avedon Portraits

2023 CLIO BRONZE
Daisy Jones & The Six Wildpostings

The rise and fall of the greatest band that never was

People don’t want to watch a band like Daisy Jones & The Six, they want to believe it actually existed.

So instead of marketing it like a show, we treated the band like it had always been part of music history. The goal wasn’t awareness, it was belief.

That meant collapsing the line between fiction and reality. Daisy & The Six would show up like a real band would across music, press, fashion, and social.

I focused on translating that into a cohesive campaign system, ensuring every touchpoint reinforced the same idea: this band exists, you just forgot about them.

Impact
Helped position Prime Video as a credible home for culture-driving, prestige content
Contributed to 9 Emmy nominations

Generated 400M+ video views, 40M engagements, and 1.1M tweets during launch
Extended the IP beyond streaming into music, retail, and live experiences

Role: Creative Advertising Manager
Co-led the creative direction across campaign and partnerships, helping define how the band showed up across music, fashion, publishing, and media.
Acted as the connective tissue across teams—making sure everything, from top-of-funnel to conversion, reinforced the same core idea: this band is real.

Approach

Instead of marketing a TV adaptation, we collapsed fiction into reality — building a real-world cultural ecosystem around a fictional band.

We created multiple entry points for audiences to engage, adopt, and participate:

Music — Partnered with Atlantic Records to launch a fully produced in-world album
Publishing — Re-released the novel with series key art to re-engage the fanbase
Fashion & Beauty — Collaborations with Levi’s, Free People, and Clairol turned aesthetic into identity
Experiential & Social — SXSW activations, influencer content, and in-world storytelling sustained conversation
Mass Media — OOH and ATL drove awareness at scale

Key Art

To drive awareness and fan engagement, we created a suite of period-authentic key art inspired by Richard Avedon, reflecting the emotional intensity and chemistry of the band. These visuals were deployed across mass channels — LA bus wraps, Times Square five-stack, and wild postings — forming the backbone of a robust OOH campaign that amplified cultural visibility and positioned Daisy Jones & The Six as a must-watch Prime Video series.