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This is an Elvis collection like no other: 30 compact discs and over 700 songs – every song Elvis ever recorded for public release - and a hardbound discography produced exclusively for the collection, all housed in a 23 pound, limited edition case sculpted from steel, wood, and glass. To launch such a significant work, we knew it was important to depart strategically from the heavy-handed way Elvis merchandise is typically branded. Instead, we positioned the product the way a high-end art gallery might present a new work, with stark, gallery style photographs, minimalist visual treatment, and spare, understated copy. The resulting video promotion and website we developed represent a new treatment of the Elvis brand - one that reasserts his legacy not as a kitsch icon, but as the artist Leonard Bernstein called “the greatest cultural force in the twentieth century.” |
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