Japanese Breakfast’s Michelle Zauner is a tireless multi-disciplinary artist and this campaign was really about showing all sides of her endless creativity.

Alongside making music, her selfdirected music videos have garnered awards and positioned her as sought-after director for other bands. As well as this, she released her debut memoir, Crying in H Mart, to critical acclaim, while her lifelong love of videogames has led her to soundtrack the game Sable.

This year Dead Oceans worked with Japanese Breakfast to release Jubilee, the band’s third and most ambitious album to date, and show off Michelle’s multifaceted creative output while making sure all the dots were connected between her as a musician, author, director et cetera. This was achieved through great crosspromotional activity, working alongside publishers’ timelines and making sure our advertising was pollinating the right groups of people who may know her from the book world, videogames or her work on other videos.

One of the most notable things around this campaign was the focus on YouTube as a platform in order to bring fans into the process and world that Michelle Photos by Peter Ash Lee created in her videos. Japanese Breakfast used a trailer, countdown, and live redirect to build an unmissable moment for fans around the release of her official video for ‘Savage Good Boy’. The video’s guest star, Michael Imperioli, took part in the live eredirect, where they did a Q&A session for fans about the making of the video, which was really exciting and engaging for fans.

We also made sure there was a really great physical offering with loads of colour variants for fans to choose from, as well as Japanese Breakfast’s band store offering single/video-focused pieces of merch items to really re-focus every moment and keep fans returning to see what was coming next.