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// services
Social Media & Digital Marketing
Creative Producer
Campaign Strategy
The Grey Daze "Amends" project represented one of the most emotionally complex and digitally ambitious campaigns ever undertaken—a posthumous tribute to Chester Bennington that transformed grief into community-driven legacy building. Approached by Loma Vista Records due to prior work on Linkin Park's "One More Light," the challenge was creating a meaningful campaign for an album whose lead singer was no longer alive. The solution: make the fans the storytellers. Executed entirely during COVID-19 lockdowns, the multi-phase rollout included the "Making Amends" documentary, multiple music videos directed by Chester's son Jaime Bennington, the 833-GRYDAZE fan hotline, virtual festivals, and global fan ambassador programs that drove 969% increase in YouTube impressions and 8.8M Spotify playlist reach—proving that Chester's voice didn't end with him; it continues through the community he built.
Reframing Loss as Legacy: A Fan-Driven Creative Philosophy
When Loma Vista struggled to find a creative direction for an album fronted by an artist who had passed, the answer became clear: this project couldn't be about Chester alone—it had to be about everyone he touched. The entire campaign was architected around a single guiding principle: "This project isn't about loss—it's about legacy." Rather than treating "Amends" as a nostalgic archive or memorial, the creative direction framed it as Chester's unfinished story completed through the people he loved and the fans who loved him. Every creative decision reinforced this philosophy. The "Making Amends" documentary didn't just chronicle Grey Daze's history; it wove together voices of family, bandmates, and collaborators who kept his spirit alive. Jaime Bennington directing the "Soul Song" music video became a literal passing of the torch—blending archival Chester footage with contemporary performance to bridge generations and demonstrate that healing happens through creation. Visual language merged grainy 90s textures with clean modern typography in gold and grey tones, symbolizing memory meeting endurance. Each featured collaborator—from Page Hamilton to Brian "Head" Welch—represented fragments of Chester's artistic family, turning the album into a living collage. This wasn't exploitation of tragedy; it was community-built continuation, positioning fans not as mourners but as active participants in keeping Chester's legacy vital and evolving.
Building Connection Through Interactive Fan Engagement During Isolation
Launching during COVID-19 lockdowns presented unique challenges but also opportunities for meaningful digital connection when people needed it most. The centerpiece fan activation was the 833-GRYDAZE hotline—a phone line where fans could leave personal messages of encouragement, support, and shared grief during the pandemic. This transformed passive listening into active participation, creating a space where Chester's community could support each other using the same vulnerability he modeled in his music. The campaign hosted multiple livestream events including the 320 Festival (honoring the 320 Changes Direction mental health initiative), virtual album premieres, and digital festivals that debuted new content like the "B12" music video. An online premiere event hosted by Dave Navarro via Inked Magazine reached 44 million impressions, while a global fan ambassador program activated networks totaling over 1 million combined followers. These weren't generic promotional tactics—each activation was designed to foster genuine human connection during a time of unprecedented isolation. The UGC-driven approach encouraged fans to share their own Chester stories, creating organic content that amplified both the album and the 320 Foundation's mental health advocacy mission. Results proved the strategy's effectiveness: 969% increase in YouTube impressions and over 8.8M playlist reach on Spotify, metrics that reflected not just promotional success but genuine community engagement around shared purpose.
Multi-Format Storytelling Across Documentary, Music Videos, and Physical Releases
The "Amends" rollout was meticulously structured as a multi-phase narrative journey that built emotional investment across formats and touchpoints. The campaign began with the "Making Amends" documentary premiere at the virtual 320 Festival in May 2020, establishing context and emotional foundation before music release. "Soul Song" followed May 15th with Jaime Bennington's deeply personal directorial debut, creating visual storytelling that honored his father while asserting his own artistic voice. "B12" music video and live digital festival debut arrived June 12th, maintaining momentum toward the June 26th worldwide album street date. Physical releases were designed with collectors and hardcore fans in mind—deluxe LP editions, standard CD formats, and exclusive Target/Walmart variants that acknowledged different fan segments and retail partnerships. The "Amends Stripped" follow-up project extended the campaign's lifespan, offering reimagined versions that deepened the material's emotional resonance. Visual identity across all touchpoints maintained consistency while allowing each piece to have distinct personality—archival authenticity meeting contemporary production quality. Working directly with Tom Whalley, Loma Vista's CEO and Founder, ensured the project received the care and resources worthy of Chester's legacy. This wasn't a quick cash-in on a deceased artist's catalog; it was a carefully orchestrated, emotionally intelligent campaign that balanced commercial objectives with genuine tribute, ultimately becoming one of Loma Vista's most impactful legacy releases and proving that music marketing at its best serves both art and community.
Credits
Artist
Grey Daze
(Chester Bennington, Sean Dowdell, Mace Beyers, Cristin Davis)
Album
Amends (Loma Vista Recordings, 2020)
Label
Loma Vista Recordings
Tom Whalley – CEO & Founder
Don Van Cleave – General Manager
Stephanie Trick – Marketing Director
Matt Cohen – Artist Relations
Sam Citron – Digital Strategy
Management
Sean Dowdell – Manager, Grey Daze
Talinda Bennington – Executive Producer, 320 Foundation
Creative Agency / Campaign Partner
Team Computer
Creative Team
Storme Grubb & Jennifer Pearl
Video Direction
Jaime Bennington – Director, “Soul Song”
Jason Barnes – Historical Footage / Archival Oversight
Campaign Highlights
- 833-GRYDAZE fan hotline created for community messages during COVID lockdowns.
- 320 Festival (online only) premiered “Making Amends” documentary (May 2020).
- “Soul Song” single and music video directed by Jaime Bennington premiered May 15, 2020.
- “B12” music video and live digital festival debut June 12, 2020.
- Album street date: June 26, 2020, with worldwide multi-format release (deluxe LP, CD, Target/Walmart editions).
- Online premiere event hosted by Dave Navarro via Inked Magazine (44M reach).
- Global fan ambassador program activated across 1M combined followers, driving a 969% increase in YouTube impressions and over 8.8M playlist reach on Spotify
