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AMAZON STUDIOS (THE WEEKND)
CLIENT
THE WEEKND
TYPE OF CLIENT
Entertainment
CATEGORY
Social Media, out of home, experiential.
BRIEF
As Senior Brand Strategist for The Weeknd's "Dawn FM" album launch at Amazon, I orchestrated a dynamic marketing campaign aimed at immersing audiences in the album's psychedelic radio aesthetic and existential themes. Tasked with extending the sonic experience to the public through a 360-degree approach, I led the creation of engaging content and immersive experiences across various platforms. This included developing a series of videos exploring existentialism and psychedelia, launching a radioshow featuring experts and DJs, and orchestrating the "Dawn FM Road Trip," a monumental OOH experience. Furthermore, we introduced a digital out-of-home (DOOH) component, bringing the moon to public spaces in London, New York, and Tokyo to enhance the immersive experience.
RESULT
The strategic implementation of the campaign yielded impressive results, with the videos garnering over 100 million views collectively on Instagram and TikTok, driving significant engagement and anticipation for the album. The radioshow attracted over 100,000 listeners per episode, providing a platform for in-depth discussions and exclusive previews of the new record. Additionally, the "Dawn FM Road Trip" generated buzz across cities and reached over 5 million people, captivating audiences with its visually stunning OOH experience. The DOOH component further amplified the campaign's impact, engaging audiences in key global locations and enhancing the immersive nature of the brand experience. Throughout the campaign, extensive research was conducted to ensure alignment with the creative vision established by artist Es Devlin, ensuring that each element resonated authentically with The Weeknd's artistic vision and the overarching narrative of "Dawn FM."
