On the heels of the group’s Decade Award at the 2017 Teen Choice Awards, the release of Maroon 5‘s sixth studio album was one of its most highly anticipated. The group’s advertising agency approached OM with goals of creating a hand painted campaign in a high profile area, which could also be captured and promoted by multiple social media outlets.
The album’s title, Red Pill Blues, is a play-on-words of the sci-fi term take the red pill or the blue pill. The phrase refers to the choice between the truth of reality (red) or accepting an ignorant bliss (blue). The cover artwork depicted the seven band-mates’ portraits, including mega popstar Adam Levine, in a series of polaroids featuring an array of custom Snapchat filters. Since Snapchat has now become a staple in American society, these “Red Pill Blues lenses” were easily associated with the application. A blank polaroid space in the Brooklyn mural served as a prompt for fans to engage with the space while also becoming the eighth band member. By utilizing the Snapcode located beside the portraits, users were able to further share cute selfies with fellow Maroon 5 fans.