Muse The 2nd Law
Thermodynamic Design: Muse’s ‘The 2nd Law’ Campaign
Everything Connected brought innovation and impact to Muse’s sixth album, delivering tactile packaging, bold tour creative, and a dynamic merchandise and stadium experience.
Unpacking the detail
Muse’s ‘The 2nd Law’ marked a bold sonic shift, and the creative campaign demanded the same energy. Everything Connected collaborated with the band and label to develop a striking limited-edition box set, featuring a heat-reactive, colour-changing box using liquid crystal ink. The box set housed a double vinyl LP, art prints, and a 7-inch format hardback book containing the CD and bonus DVD. Our remit extended to tour advertising, with an eye-catching creative suite that spanned digital and print. For stadium dates, we produced a full merchandise range and a promo video to bring the experience into the venue’s foyers, ensuring the visual narrative of The 2nd Law was as immersive as the music itself.
The 2nd Law Tour Programme
For the tour, we designed a 48-page programme that pushed the boundaries of traditional print. The cover featured holographic foil detailing and introduced a futuristic aesthetic that aligned with the album’s visual identity. Inside, immersive layouts combined live photography, design elements, and narrative content to build a richly layered experience. Each programme was accompanied by a curated set of collectible postcards and stickers, encouraging fans to interact and personalise.
