Survival Kit Storytelling

Open cardboard box containing promotional items for the TV show 'La Brea,' including branded bags, a poster, and a small package, all with 'La Brea' branding.

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.

Collection of NBC La Brea merchandise and promotional items including backpack, water bottle, snacks, and posters.
A landscape scene with a couple standing on a rock overlooking a lush green valley with a river, mountains, and wildlife, under a green northern lights sky.

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:

Outline of a backpack with multiple compartments and straps.
A blank white page with no objects or details.
A smartphone with a lightning bolt symbol on the screen and a charging cable attached.

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

Black and white logo with the text 'NBC LA BREA'.
Black and white outline of a folded paper or napkin.
The image is blank with a white background and no visible objects.
Line drawing of a bag of cookies with various shapes.

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.

Collection of NBC La Brea branded items including a black pouch, gray bag, black backpack, a black water bottle, a black thermos with a wooden cap, a small brochure, a lanyard, a snack bag, a portable power bank, and a colorful pamphlet, all placed on a white surface against a plain background.
A box containing NBC LA BREA promotional items, including a book, a thermos, a LED light panel, a gray pouch, a black bag, and a small packet of snacks.

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.