Tension
Strategy
Idea
Tour announcements are often generic and forgettable—fans scroll past without stopping, making it hard to break through the noise and generate excitement.
Create a visual announcement that doesn't just inform about the tour, but embodies The Weeknd's artistic identity to stop fans
mid-scroll.
mid-scroll.
A moody, cinematic teaser that feels like a trailer for The Weeknd's world rather than just a tour announcement.
“Most tour announcements prioritize dates and venues over artist identity, but for artists like The Weeknd, the atmosphere IS the selling point.”
-core audience insight that drove the creative strategy
THE RESULT
The Weeknd Global Tour Announcement
Format: DigitalProcess and video shown below.
Live Nation
Sr. Graphic Designer
Live Nation
Social, Digital