49th & Main

The Brief

To celebrate the launch of Happy Tears, 49th & Main’s debut album, the release needed to feel intimate, exclusive, and crafted with care - something fans would treasure as more than just music. The aim was to create a physical artefact that reflected the duo’s DIY spirit and emotional honesty, while giving collectors and superfans something truly rare.

Our Approach

We developed a comprehensive creative direction campaign that brought Happy Tears to life across every touchpoint - from single artwork and press imagery to visualisers and physical release.

From the outset, our director Devon jumped on a call with the band to fully immerse in their world. This included building a detailed brand bible - a visual and thematic playbook that aligned every creative output with the duo’s core identity. This early alignment was critical in creating consistency across such a wide array of deliverables.

The campaign’s visual language was warm, raw, and handmade - mirroring the emotional tone of the record. Each asset, from analog-inspired artwork textures to lo-fi visualisers, was crafted to feel intimate and honest. With the help of The Suite Shop, we were able to execute and deliver all campaign assets - including stills artwork (to be used on Vinyl, merch including beer cans, cassettes), press photography, track visualisers and Artist profiles for Spotify and Apple… in a single day of production! This tight turnaround was made possible by meticulous pre-planning and a shared vision across departments.

The campaign culminated in a limited-edition vinyl release: minimal and personal, designed to be something truly special for fans - a collector’s piece that felt made by hand, not mass-produced.

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