Todd Lewis Kramer, affectionately TLK, is a Connecticut-bred singer/songwriter who called New York City home for more than a decade until unpredictable times prompted a multi-year road trip with his guitar in tow.

Like the rest of us, TLK is in his mid-30s still trying to navigate life and love. To date, he claims he’s been a bit late to the party. But, he pulled into Los Angeles right in time to release his most pop and optimistic song to date, Match to My Heart. And so, the cheeky promotional campaign played into imposter syndrome and reminded us all that it’s never too late to try something new on for size.

In contrast, TLK returned to his sonic roots with Grey to Green, which explored the budding sense of optimism that spring, new love and a roadtrip can bring you.

Just like the music, the visual direction took inspiration from our green planet — from the bitter sting of winter in the Catskills to the grand vistas of the Blue Ridge Mountains—, the favorites in your vinyl collection and polaroid snapshots.

Building upon a standard album rollout on social, this campaign highlighted TLK’s songwriting with dedicated lyric videos for both singles, “Shandelee” and “Find a Little Joy.”

When a friend of a friend had a spare hour of studio time at Gold-Diggers Sound, TLK swooped in to record a few live tracks from three different eras of his. The serendipity mixed with the nostalgia of returning to his back catalog felt like a sign to officially move to Los Angeles.

It was a reminder of the journey he had been on to hone his sound and where he felt most comfortable: on a stool with an acoustic guitar. Running with that story, the album art embraced both the studio’s storied past and his. Brooklyn’s stark silhouette, Fairground red, January navy, Gold-Diggers yellow and 8 by Giulio Galli nods to the psychedelic rock scene and discoballed night clubs that Gold-Diggers dates back to.