CREATING BUZZ, INTRIGUE AND AN UNFORGETTABLE WORLD TOUR FOR ONE OF THE WORLD’S BIGGEST ARTISTS.
With just ten days until The Weeknd’s global After Hours tour, traditional marketing was impossible. Amidst a landscape dominated by CGI and AI, we craved raw authenticity. Our bold solution was reimagining the classic gig poster on an unprecedented scale. Lacking time for permits, we exploited a legal loophole surrounding Melbourne’s iconic Xylex Tower. Over two nights, we staged a rogue takeover, projecting cryptic subliminal messages onto the massive structure. The stunt ignited intense curiosity. Social media exploded with fan theories, and news channels buzzed. This unauthorized viral spectacle generated eight million dollars in media and a sold out tour.