ADC Awards
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Category
Craft in Online / Mobile / Art Direction
Annual ID
ADC_INT21_001G
About the Work
Since fans couldn’t see The Weeknd perform, we brought The Weeknd to them. Using deep learning technology, each fan could have a personalized one-on-one with the biggest artist in the world. The Weeknd starts by personally thanking you for being a fan. He seems to know everything about you as he comments on your Spotify data – your name, your favourite song, even the year you started listening to his music. The experience then turns into an intimate listening session of his After Hours album, allowing fans to interact with his music in a new way.
We were tasked to promote The Weeknd’s latest record-breaking album, After Hours, during a global pandemic when The Weeknd could no longer tour. Because of this, we had to find an entirely new way to connect and engage with his fans.
Since fans couldn’t see The Weeknd perform his chart topping album After Hours, we brought The Weeknd to them with generative deep learning technology, letting each fan have a personalized one-on-one with the biggest artist in the world. “Alone With Me” is an immersive AI microsite, and a first-of-its-kind experience where fans can chat with a life-like version of The Weeknd.
We were tasked to promote The Weeknd’s latest record-breaking album, After Hours, during a global pandemic when The Weeknd could no longer tour. Because of this, we had to find an entirely new way to connect and engage with his fans.
Since fans couldn’t see The Weeknd perform his chart topping album After Hours, we brought The Weeknd to them with generative deep learning technology, letting each fan have a personalized one-on-one with the biggest artist in the world. “Alone With Me” is an immersive AI microsite, and a first-of-its-kind experience where fans can chat with a life-like version of The Weeknd.
2021 Awards
Total Points: 45
Gold Cube
Credits
Internal / In-House Agency
Spotify In-House
Associate Creative Director
Kathryn Kvas
Tal MIdyan
Data Scientist
Lucas Corley
Senior Producer
Karen Chang
Social Media Marketing Manager
Max Weinstein
VP, Global Executive Creative Director
Alex Bodman
Artist & Label Partnerships
Vic Trubowitch
Business Affairs Lead
Lauren King
Coordinator, Content Promotion
Melisa Wu
Director, Head of Music Marketing
Amanda Butler
Global Co-Head of Artist & Label Marketing
Jeremy Erlich
Global Co-Heads of Artist & Label Marketing
Marian Dicus
Head of Global Brand Team
Lauren Solomon
Head of Music, PR & Communications
Tamika Young
Head of North America, Artist & Label Marketing
Rosa Asciolla
Legal Counsel
Ali Zeren
Machine Learning Engineering Manager
Gandalf Hernandez
Manager, Artist & Label Marketing
Ashley Graver
Manager, Content Promotion
Kara Goldsmith
Richelle Cyrus
Marketing Manager
Zainab Hasnain
Production Partners
Glow
Jam3
Rodeo
Rights Clearance Associate
Kelly Basdavanos
Senior Global Brand Manager
Angela Gonzalez
Senior Legal Counsel
Sarah Henderson
VP, Global Brand
Alex Tanguay
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