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The Weeknd — A year-long chart-topping rollout
The Weeknd’s audience is global, fragmented, and spread across dozens of internet subcultures. The goal was to build a sustained cultural presence for Hurry Up Tomorrow across social.
We designed the rollout to behave like culture itself — layered, compounding, and always on. Instead of a single push, we embedded the album across TikTok, Instagram, niche edit communities, streamer culture, and regional creator waves, creating multiple entry points for fans to discover and rediscover the music.
Campaign Execution
From slowed edits and anime storytelling to dance trends, reactions, archive clips, and global micro-creators, each wave reinforced the next — so momentum always stacked.
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The result was a rollout that felt less like a campaign and more like a living cultural system.
Overall Performance
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