The Weekend was set to announce their global “After Hours” tour. With CGI, AR, and AI dominating brand campaigns, we saw an opportunity to take things back to raw authenticity—a move that would resonate deeply with fans and earn media attention organically. (The goal? Reimagine the traditionally gig poster on a grand scale.)

With just 10 days until the first event, there was no time for the traditional approach. The rules would have to be broken. A guerrilla-style campaign was the only way to capture the world’s attention. The logistics? Nearly impossible.

Our Spark.
“The World’s Largest Gig Poster”

A cryptic warning designed to ignite curiosity and take over media conversations, that would be projection mapped onto Melbourne’s iconic Xylex Tower, creating the world’s largest gig poster.

There was no time for permits. Caught in a legal dispute, permission for the tower was off the table, but at the same time this legal limbo presented an opportunity for us to use the towers as our canvas. So, over two nights, we took to the streets. Subliminal messages gradually revealed The Weekend’s global tour announcement through full-scale projection mapping on the Xylex Tower—unfolding only after hours

Media channels buzzed with reports of a mysterious takeover. Social media exploded with theories. Major fan sites raced to decode the cryptic projections. By night two, the world knew—the “After Hours” tour was coming. Traditional media buys were scrapped as viral coverage took over. With organic media value soaring, we hit 8 Million Dollars in media coverage. But the real victory? A campaign that honored the essence of The Weekend, and the music industry—and a sellout global tour