Dapz On The Map came into 2022 ready to drop his long-awaited debut album, Landed. Our focus was to bring the strong narrative of the project to life and engage Dapz’s fans in immersive ways that he had never explored before, across the digital and physical landscape, to raise awareness of the album.

We began during the prelude Connecting Flights EP campaign, creating custom assets to drive fans to engage in interactive content to break away from a conventional rollout. We also re-branded his signature DSAW logo to DSAW Airlines for a cohesive aesthetic across all designs and content.

We used the momentum of the EP to push fans to sign up to Dapz’s mailing list. We incentivised fans by teasing a QR code on the artwork of Connecting Flights. The code would take fans to an elusive DSAW Air Traffic Control room with an email capture form, hosted via Dapz’s official website.

We scripted the air hostess voice actress, who featured on the album’s ‘in-flight’ skits, with tailor-made audio liners for social assets for world-building, playing on airport themes like boarding announcements for pre-save links, ‘duty free’ for merchandise pre-orders and air traffic control assets for radio rips.

Fans were invited to listening activations at an aviation suite, Sony Music’s event space, and an indie cinema. The former was inside a replica commercial flight training facility, wrapped with the DSAW Airlines logo. Fans were sent boarding passes as invites, complete with a check-in deck on entry, role play air hostess, and a Q&A with Dapz. The cinema screenings were a full album playback synced to a flight simulation, with a customised DSAW Airlines plane. It enabled us to create 11 visualisers, marketing assets, and the full video – which were all published to YouTube.

We’re also launching a Flight TrackERr AR filter for Instagram and Snapchat. Fans will point to their favourite flight (track) in the sky around them and share it on social media. Other content, including a making-of documentary, will be hosted first for mailing list subscribers via a hidden Executive Lounge section on Dapz’s website. There’s also a full livestreamed album performance with a live band recorded at an aviation museum.