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.

Deftones - PMTV

90's nostalgia is one of the colorfully fun characteristics of Bright Light Bright Light's personality and music. To celebrate his latest release, we tapped into those retro vibes to design a custom Pac-Man spinoff for fans to play. The game placed a pixel art version of the artist into the maze where fans could rack up points and get on the leaderboard, collecting pizza, bagels, and rainbow pride flags along the way. The new album served as the game's soundtrack, playing directly from Spotify, Apple Music, and TIDAL.

Bright Light Bright Light Pac-Man

To celebrate the release of Legends, we teamed up with Sabaton to create an immersive, interactive website that brought the album’s stories to life in a unique digital format. At the center of the experience was a custom-built, interactive world map where fans could explore the 11 historical legends represented in each track. Clicking on a region unlocked dedicated content pages featuring historical context, the corresponding song, and exclusive vinyl editions tied to that figure.

The map extended beyond the legends themselves to highlight country-specific availability, with each nation showcasing the album products and vinyl variants offered in that region. Within each country panel, fans could also view upcoming Sabaton tour dates, connecting the album’s historical themes with the band’s global live presence.

To keep music discovery central to the journey, the site integrated directly with Spotify and Apple Music. Fans could sign in to follow Sabaton, pre-save the album, and stream available singles through a custom audio player as they explored the world map.

This blend of storytelling, gamification, and direct-to-fan functionality created a rich, exploratory experience that connected Sabaton’s music to its historical inspiration while driving album engagement across streaming, live events, and retail.

Sabaton Legends Map

Better Noise Music