For Disclosure’s third album, Energy, the title informed everything. The stunning landscape artwork played on environmental themes explored on the album, establishing a visual language that we fed into all aspects of the campaign.

Amongst a wider campaign narrative, our marquee activations included an immersive meta-verse built in Minecraft, a cinematic live DJ set from the beautiful natural setting in Croatia and regular contact with the fanbase through production tutorials on the band’s Twitch channel. There was also the first multiartist takeover of Spotify’s flagship alternative Electronic Music brand ALTAR, heavily promoted on- and off-platform.

At a time when livestreaming was a low production insight into an artist’s home (something Disclosure had been doing for years via their Kitchen Mix format), we were keen to execute something more ambitious. Produced and broadcast by Cercle, in partnership with Amazon Music – our livestream from Croatia’s Plitvice Lakes, a location scouted to reflect the album cover, brought fans into the world of Energy, not only providing us with a huge campaign moment that successfully engaged a captive electronic music audience, but also assets to fuel the campaign beyond.

We knew we wanted to bring the landscape to life and felt the world of gaming was wide open to allow fans to immerse themselves in it – particularly knowing its crossover audience with electronic music. This led us to commission the Energy Minecraft Experience, the largest musical activation built in Minecraft, spanning over a square mile in-game and built using over 100m blocks.

Deep in the caves under the land’s surface were three underground clubs inspired by iconic global venues. As players explored the Energy realm, soundtracked by a bespoke Disclosure mix, gamers had the chance to do some digital crate-digging, finding hidden records including 8-bit reworks of some of Disclosure’s classics. Other Easter eggs were included for core fans – such as Guy’s Kitchen and Howard’s Chickens – were immediately picked up in the trailer comments as fans really engaged with this unique experience, not only creating something for gamers, but turning heads in social feeds with the visually striking in-game visuals generated.

Via Twitch, Guy Lawrence opened up his songwriting and production process via masterclasses hosted twice a week (often three hours at a time, sometimes with special guest Howard Lawrence).

Continuing the dialogue with the heavily engaged community in the band’s Discord channel – leading to remix competitions and collaborative songwriting with them via the #BeHoward hashtag. Guy continues to break down the band’s key repertoire and set new challenges each week.