‘You’ was a truly global campaign as we had the opportunity of three artists across three continents, with them residing in North America, Europe and APAC.

We tapped into their highly engaged global fanbase from pre-release, inviting fans from around the world to pre-save the single to their libraries to win a Zoom party with Regard, Troye and Tate as well as a Q&A and live DJ set from Regard.

We created a Telegram group for superfans to receive exclusive content and spur conversation between fans’ online communities.

To engage the Gen Z fanbase, we worked with the artists to reveal the song via TikTok, securing a TikTok partnership across the UK and US which saw ‘You’ rocket up to #1 TikTok sound in the UK.

Spotify, Amazon and Apple Music support was strong including additions to their corresponding single biggest playlists in the UK and 10 x Hot Hits around the world. The artists also graced the cover of Amazon and Spotify’s New York Times Square billboards in huge statement looks.

We then launched the Regard Runner game where fans can play as the artists’ avatars to collect prizes such as an exclusive mix, a personalised message and merch discount codes. 

The official video tapped into the hot topic of deepfaking where we commissioned a deepfake artist to turn the actress cast as the obsessed fan into her idols – Troye, Tate and Regard – in the video.

We ran a YouTube afterparty on launch with a conversation between Tate McRae, Regard and video director, Courtney Phillips. The team also secured Regard’s US TV debut with a performance on Jimmy Fallon, where we worked with production companies across the world to shoot across three continents in three days, in what resulted in a seamless and mesmerising performance.

For an intimate chance for fans to connect with the artists after these statement looks, we shot a lo-fi acoustic video across the US and Australia, working closely with Troye to produce his part from his bedroom for an authentic visual catering to their core fans.