The challenge
Common — artist, author, and activist — was releasing his memoir Let Love Have the Last Word alongside a national book tour, and he wanted the rollout to do more than move copies. Given the social climate, the campaign had to land as a timely message: that love, still, will have the final word.
The problem was reach and clarity in one motion. Fans needed a single place to find tour dates, register for free tickets, and grab the book — and they needed to hear about it on the feeds where they already spend their time. Everything had to feel like Common: warm, deliberate, and unmistakably his.
Our approach
We built the campaign around a mobile-first landing page and a social system designed to point back to it.
The site put the essentials one thumb-tap away: tour dates by city, register-for-free-ticket CTAs for the ticketed events, meet-us-there details for the retail stops, and a direct path to buy the book. A tight palette — dusty blush, deep navy, and a signal red — held the whole system together, from the phone screen to the feed.
For social, we produced a run of city-specific graphics — NYC, Chicago, and the individual venue announces — mixing skyline photography, portraiture, and a repeating 'BUY NOW' typographic treatment. Each post was designed to work on its own but read as part of a series, so the campaign felt like a rollout rather than a scatter of one-offs.
The result
Let Love launched with one voice across every surface fans encountered it on. The landing page turned social attention into RSVPs and book sales; the social system kept the tour top-of-feed through launch week and beyond.
More than a book promo, the campaign carried the memoir's actual argument out into the world — that love, at this moment, is worth showing up for.