Metallica '72 Seasons'

2023 saw the return of heavy metal gods Metallica, with their 12th studio album, 72 Seasons. Produced by Greg Fidelman, 72 Seasons clocks in at over 77 minutes, and is available on 2LP 140g black vinyl, limited edition variants, CD, and much more.

Able were tasked by the team at EMI and Capitol Records to create a suite of assets promoting the release, showcasing the bold and striking artwork across many platforms, and highlighting the premium product available.

To meet the brief, we created a range of material with everything from traditional TV and social advertising, to digital outdoor campaigns shown across the UK. Additionally, we created highly detailed 3D unboxing assets, to promote the physical release of the album and appeal to fans and collectors alike.