Survival Kit Storytelling

INSPIRATION

When NBC’s La Brea prepared to launch its thrilling new show about a mysterious sinkhole that transports people to a primeval world, they wanted to spark buzz and excitement ahead of the premiere. Their goal was to captivate influencers and media personalities with a gift that felt immersive; something that instantly transported recipients into the survivalist atmosphere of the show’s storyline.

Client
CSM

Year
2021

PLAN

Our team set out to create a custom influencer mailer that felt like it could have come straight from the La Brea universe. We focused on survival-themed merchandise that tied directly to the show’s premise, ensuring each item would be both functional and narrative-driven. After curating a shortlist of products, we developed cohesive branding and packaging that mirrored the mysterious and rugged tone of the series. Every detail, from the product selection to the unboxing experience, was crafted to spark curiosity and social media sharing.

PRODUCT

The final influencer kit was designed to feel like a survival pack pulled straight from the La Brea storyline. Each item was chosen for both utility and thematic impact, creating a tangible connection to the show’s world:

REI TRAVEL PACK: A rugged, adventure-ready backpack to hold the entire kit

PACKABLE HAMMOCK: Lightweight and easy to set up, evoking exploration and rest in the wild

SOLAR POWER BANK: A survival essential for staying connected off-grid

FOLD-UP PICNIC BLANKET: Perfect for outdoor moments or makeshift “camp” settings

CERAMIC WATER BOTTLE: Sleek yet durable for hydration on the go

TRAIL MIX: An on-theme, ready-to-eat snack for life on the move

CUSTOM LA BREA CARD INSERT: Introducing the show and tying the kit’s content back to the premiere’s storyline.

RESULTS

The influencer kits successfully amplified anticipation for the La Brea premiere. Recipients shared their unboxings across social media, generating organic buzz and expanding the show’s reach. The immersive concept not only introduced the series in a memorable way but also positioned La Brea as a must-watch event for fans of high-stakes, adventure-driven storytelling.