With the release of Liza Anne’s fourth album, Bad Vacation, we aimed to show the full transition of the artist from a coffee-house staple to a fully-fledged indie rocker with swagger and confidence in herself both as an artist and as a woman in 2020. We started by releasing new track ‘Devotion’ (produced by Justin Meldel-Johnsen) with a new look and new aesthetic for Liza. In particular, this included the release of a new logo and a new look for the artist.

This was followed several months later by the launch of the full campaign for Bad Vacation. We began by launching with a new microsite themed to appear as a classic California motor-inn. This included lots of cute lingo such as “meet the team” for band bios et cetera, as well as access to a huge suite of themed merch items. We also launched a Room-Service hotline (1-833-BDVCTN) that would be a hub for information and previews of the songs on the album. All assets would match this motor-inn vacation feel and vibe. This would all culminate in the video for the song ‘Bad Vacation’, which included a multicoloured leotard-clad Liza carry-out a “jazzercise” themed dance right on the beach. The movements are fun and showcase Liza’s humour but also represent freedom of artistry and self-confidence.

We then released a full three-part tutorial for the dance which was teased out over several days across platforms, creating interest for the video and the song. We encouraged fans to submit videos of themselves doing the dance as well. We are continuing the efforts for the dance videos and are now looking at a TikTok campaign for phase two to keep engagement moving. In addition Liza also launched an Instagram-based interview series called #EmotionalHealth2020 which included conversations with other artists including Shamir, Taylor Janzen, Jillain Jacqueline and more.