Early on in the ScreenPlay project, we noticed consumers had a somewhat lukewarm reaction to the illustrated album cover. They seemed to react better to the many beautiful images of Tierney we had on hand. So, for the duration of a 5-month campaign with five EPs and lots of gigs along the way, we developed our own composite graphics utilizing all the EP covers and a variety of Tierney’s photos. Combined with press quotes and persuasive copywriting, response remained solid throughout this period.