The promo campaign for “Incredible” reinforces the resourcefulness of the entire project. It started with a simple image with the sound of a record spinning endlessly on a turntable, establishing the atmosphere of the video & acting as a vital reframing of a preceding period of inactivity; he wasn’t hibernating—he was waiting.
The second piece utilized evocative slow motion with a treated snippet of the song underneath, reinforcing the old school nature of what was to come.
Both end with a simple graphic: “October 3rd.”
The rest of the pre-release promotion was a series of moody, trance-like images of former Hollywood stars that were part of a mural we came across while filming. Though they hail from different parts of our cultural history, each speaks to the glamor, the grit, and the humor of the video. They also acted as our pre-save calls to action and were utilized most effectively in more transient areas of social media, such as Instagram stories and TikTok.
When the release came around, however, we decided to simply let the images we captured speak for themselves, sharing stills and clips from the video at every opportunity.
The Impact
What started as a fun, simple stop-gap project was molded into a major release that introduced the band element to Zack’s persona & became the basis of his brand prior to the release of Battery Lane, with images from the video acting as his profile pictures for a time, key design elements in his tour/show posters, and the press photos in his EPK.
The song generated 100,000s of streams through securing high-profile playlisting, with the video cited a major component of its found success.
In short: It successfully re-launched Zack Keim to the world.
A ringing endorsement if ever there was one.