Deftones - PMTV

For Deftones’ new album Private Music, we designed an immersive campaign that unfolded as a mysterious, evolving broadcast experience for fans worldwide. The journey began with a cryptic teaser: a single looping video filled with static, sparking curiosity and anticipation. Once the teaser phase ended, fans were invited to sign in and join a synchronized broadcast, creating a shared experience that unfolded in real time. Inside the broadcast, fans discovered three unique channels filled with hours of content. The programming blended surreal, trippy visuals with rare archival Deftones footage, behind-the-scenes moments, and hidden easter eggs that rewarded exploration. Each channel was designed to feel distinct yet interconnected, encouraging fans to switch between streams and uncover the full scope of the experience together. The campaign culminated in a live performance by the band, streamed directly within the broadcast. Fans watched Deftones perform some of their biggest songs in real time, a powerful finale that united the community before the official album release. As the clock struck midnight, the broadcast ended—seamlessly handing the moment over to Private Music’s debut. This interactive experience combined mystery, community, and performance into a single campaign, transforming the album launch into a multi-phase story that engaged fans from the first teaser to the final note.