The Weeknd × Amazon

A phygital album launch across four cities on one night.

The Weeknd Dawn FM album launch with Amazon. Global creative campaign. — The Weeknd × Amazon Experiential · Streaming

Year: 2021
Client: Amazon · The Weeknd
Discipline: Experiential · Streaming
Role: Strategy Director, Amazon. Owned the campaign point of view and creative direction across Music, Prime, and partner channels.
Scope: Campaign POV · Experiential · Streaming · Merch
Outcome: 118M+ viewers. +21% Prime Music subs among Gen Z. Merch sold out in under 24 hours.

A phygital Dawn FM launch across four cities on one night. The studio owned the campaign POV and creative direction across Amazon Music, Prime and partner channels — pulling streaming, merch and experiential into one coordinated moment. 118M+ viewers, +21% Prime Music subs in Gen Z, merch sold out in under 24 hours.

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