The campaign constantly reacted to the global situation – with the aim of creating something positive for fans in an incredibly uncertain time. All our focus switched to digital and how we could create meaningful connections with fans online. The band and this album refused to be affected by circumstance and actually thrived.

Prior to album announcement, fans could download layered art, stems, photos and more to create with (happening right at start of lockdown). This evolved into core campaign hub – including teasers, games, video launches and further open source drops:

• 610k sessions since launch
• £300k in revenue
• 354k users averaging two sessions per user
• All driven organically

Glass Animals’ own TV network, streaming across Facebook, YouTube, Twitter, TikTok, Instagram & Twitch (each a different TV channel) included Dave Ja Vu (showing bloopers and outtakes), GATV Unplugged (featuring exclusive live sessions) and The Buy Network (QVC-style videos with Dave). The band’s Instagram was transformed into a remote (with each Instagram highlight a different channel).

Collab with 3D artist Rek0de – (safely) shooting footage in key empty global locations. These were pseudo-livestreamed across all the band’s channels the day before album announcement – including Instagram – which freaked out a lot of fans.

Callout for fans to capture their head with 3D scan app Trnio (offered to fans for free). Submissions (over 1,000) used to create 3D fan video by influential VFX artist Marco Mori.

Three Instagram lenses launched throughout the campaign with combined uses over 1.4m and over 100k shares.

Welcome To Dreamland AR experience was unlocked by scanning physical artwork (or anywhere you find Dave’s head).

Used open source to launch a fan remix competition, with the band-selected favourite featuring alongside Diplo on the deluxe album.

On the eve of album release, the band played through the entire album to 500 first come, first served fans. These 500 fans joined a Zoom and took part in a synchronised dance routine for Heat Waves. This visual was then used in the band’s livestream show.