While working at Big Machine Records, I concepted and designed a highly interactive mailer for Taylor Swift’s 2013 CMA Awards campaign. The piece was built around a custom card game experience, requiring recipients to assemble the package themselves — creating a tactile, attention-grabbing moment that stood out from traditional promotional formats.

Inspired by an innovative structural piece from French Paper Company, I reverse-engineered the dieline and developed an original flat-mailing construction that transformed into a collectible game box. The campaign extended beyond print with a complementary email rollout, reinforcing the story of how Taylor “Conquered the World for Country in 2013.”

Direct Mail • Concept Development • Structural Design

© Taylor Swift © Big Machine Records & 13 Management

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