Record label BMG approached Once Upon A Time to create an unprecedented boxset for the 40th anniversary of Motörhead’s classic albums ‘Overkill’ and ‘Bomber’. Our winning concept for the Super Deluxe edition aimed at super fans mimicked a band member’s torso wrapped in an actual leather jacket, complete with zips, pockets, buttons and weathered print. To access the contents fans had to ‘undress’ the packaging, unzipping the jacket and opening up a T-shirt-wrapped panel. Hidden in the pockets were gems including a branded plectrum and note from frontman Lemmy. The project required many months of development including structural testing and textile engineering, all involving high levels of quality control. The end result was an unparalleled premium boxset steeped in the DNA of the legendary band.
Other formats included a Deluxe version where innovative printing techniques using a multitude of special finishes gave the outer box the appearance of a leather jacket, as well standard 3LP and 2CD versions.
Alongside this, Once Upon A Time created high-end marketing assets including a 60 second unboxing video which using motion graphics & a soundtrack of songs featured on the release, showcased the Deluxe boxset in all of its glory. These were delivered several months before the actual product existed in physical form and were successfully used to promote the release to fans across the band’s social media, boosting pre-orders.
Art Direction, Audio Visual, Creative, Packaging, Procurement, Project Management, Vinyl & CD Pressing