All Mirrors, the new album from Angel Olsen, was a marked shift upwards from her previous albums. The scope of the album, both musically and visually, was the boldest move Angel had made, incorporating luscious string arrangements courtesy of Jherek Bischoff and some of the most beautiful yet demanding songwriting of Angel’s career.

Our focus was to make the album announcement and campaign mirror the cinematic scope of the music. Angel has an extremely strong vision as to how she wants to portray herself and we worked closely with her to make sure each aspect of the campaign adhered to this aesthetic.

The announcement of the album was critical to set the tone for the campaign. A bold and beautiful video was shot (by Angel herself along with Ashley Connor) for the title track from the record and we took out large outdoor billboards in LA, NY and London to advertise its imminent launch.

Simultaneously, all of Angel’s digital presence was switched to this new aesthetic and a countdown to the premier of the video was launched on Angel’s site (via YouTube Premiere). Without giving any details of the album away, we were able to give fans the excitement they might have for a forthcoming film or TV premiere. The following track launch for ‘Lark’ was launched similarly – large format billboards in the days prior to the launch with a countdown timer for the video, firmly placing these visuals as a key element of the campaign. We worked closely with both Apple and Spotify on some unique content which adhered closely to the aesthetic of the album.

Angel recorded a unique content capture with Apple and their creative partner Rosewood studios, evoking the feeling and inspiration of All Mirrors. She also did a Zane Lowe interview.

For Spotify, in addition to unique canvas videos for every song on All Mirrors, Angel recorded an interview piece for the service’s social media, diving into the process and experience of recording All Mirrors.

Listening events were held in London, Los Angeles, New York and elsewhere in the week leading into the release in high-definition audio rooms giving fans a chance to truly hear the huge leap forward Angel had taken in songwriting and production. The night prior to the release of the album, Angel performed the song ‘All Mirrors’ on US TV (for Stephen Colbert). The record received wild critical acclaim and achieved Angel’s strongest chart position to date in every key territory.