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Ideation, Creative, Production, Content, PR
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Beats Presents: RELEASED! starring Zack Fox & Phoebe Bridgers

Zack and Phoebe travel through the multiverse in a brand new live animated series

Beats by Dre and IHEARTCOMIX launched a new, ongoing live stream series titled RELEASED! hosted by Zack Fox and creative directed by Kitao Sakurai (The Eric Andre Show, Bad Trip). Episode one starred Phoebe Bridgers celebrating her latest album Punisher. Featuring live performances, special guests and an absurd premise, fans from around the world were able to watch and interact through this one-of-a-kind virtual experience on Twitch.

The episode garnered over 13 MILLION impressions across social platforms and 267,000+ viewers throughout the live stream.

IHEARTCOMIX spearheaded the project from the top down. We developed the concept over several months, assembling the creative team and defining the series for Beats By Dre. Once approved, IHC oversaw all aspects from pre-production, COVID-safe production, marketing, PR and post. Truly a product of the quarantine era, Released is an excellent example of IHC’s ability to combine our creative and agency sides of the company to deliver results for clients.

PREMISE

Zack Fox is just another dude living on Planet Ass. Always at the mercy of his pet dog with an attitude, Marlo, and an overbearing alien landlord, Zack often finds himself in precarious situations he needs to figure his way out of. The best he can do is hop in his Mad Max-style ‘95 Corolla and go on quests across the universe. In the premiere episode, Phoebe and Zack join forces to gather the ingredients across several planets to make punch for Phoebe’s prom performance on Cyber Goth Forest world.

PRODUCTION

Comprised of real-time animation, 3D green screen sets, music performances and pre-made segments, IHC produced the live, improved show while following COVID safety standards. Fans were eager to interact with Zack and Phoebe as they played along in the Twitch chat talking about their favorite tracks on the new album, reacting to the story unfolding in the stream and using custom emotes created just for the episode.

Pre-made segment

Live Animation

 

 

 

 

 

 

PROMOTION

The stream garnered support from over 20 unique news outlets with dedicated articles on their sites as well as social posts. Guests including Phoebe and Zack were also enthusiastic to promote the show to their audiences.

Rolling Stone

Pitchfork

Yahoo!

Stereogum

CYBER GOTH PROM FAN CONTEST

Leading up to the broadcast, we hosted a contest exclusively for Phoebe Bridgers’ fans to ‘attend’ the cyber goth prom finale in the show. Fans submitted videos dressed up in their best “Cyber Goth Prom” look for a chance to win autographed Beats By Dre headphones, a Punisher vinyl LP and their very own skeleton costume.

Partners:
Roles:
Ideation, Creative, Production, Content, PR
Share

Beats Presents: RELEASED! starring Zack Fox & Phoebe Bridgers

Zack and Phoebe travel through the multiverse in a brand new live animated series

Beats by Dre and IHEARTCOMIX launched a new, ongoing live stream series titled RELEASED! hosted by Zack Fox and creative directed by Kitao Sakurai (The Eric Andre Show, Bad Trip). Episode one starred Phoebe Bridgers celebrating her latest album Punisher. Featuring live performances, special guests and an absurd premise, fans from around the world were able to watch and interact through this one-of-a-kind virtual experience on Twitch.

The episode garnered over 13 MILLION impressions across social platforms and 267,000+ viewers throughout the live stream.

IHEARTCOMIX spearheaded the project from the top down. We developed the concept over several months, assembling the creative team and defining the series for Beats By Dre. Once approved, IHC oversaw all aspects from pre-production, COVID-safe production, marketing, PR and post. Truly a product of the quarantine era, Released is an excellent example of IHC’s ability to combine our creative and agency sides of the company to deliver results for clients.

PREMISE

Zack Fox is just another dude living on Planet Ass. Always at the mercy of his pet dog with an attitude, Marlo, and an overbearing alien landlord, Zack often finds himself in precarious situations he needs to figure his way out of. The best he can do is hop in his Mad Max-style ‘95 Corolla and go on quests across the universe. In the premiere episode, Phoebe and Zack join forces to gather the ingredients across several planets to make punch for Phoebe’s prom performance on Cyber Goth Forest world.

PRODUCTION

Comprised of real-time animation, 3D green screen sets, music performances and pre-made segments, IHC produced the live, improved show while following COVID safety standards. Fans were eager to interact with Zack and Phoebe as they played along in the Twitch chat talking about their favorite tracks on the new album, reacting to the story unfolding in the stream and using custom emotes created just for the episode.

Pre-made segment

Live Animation

 

 

 

 

 

 

PROMOTION

The stream garnered support from over 20 unique news outlets with dedicated articles on their sites as well as social posts. Guests including Phoebe and Zack were also enthusiastic to promote the show to their audiences.

Rolling Stone

Pitchfork

Yahoo!

Stereogum

CYBER GOTH PROM FAN CONTEST

Leading up to the broadcast, we hosted a contest exclusively for Phoebe Bridgers’ fans to ‘attend’ the cyber goth prom finale in the show. Fans submitted videos dressed up in their best “Cyber Goth Prom” look for a chance to win autographed Beats By Dre headphones, a Punisher vinyl LP and their very own skeleton costume.