SG Lewis’s ‘Dusk’, ‘Dark’ and ‘Dawn’ concept is a three-part musical representation of the arc of a night out.

The campaign spanned over the course of a year, with each instalment representing a different part of the night. It was important this was translated clearly on announcement and it was equally important this was personal to the artist.

Sam recorded a voice note, which soon turned into a lyric-style video asset explaining to his fans what was to come. SG had yet to allow his fans any insight into him as a person or his creative process.

This led our content from the beginning, starting with the Making Of Aura exclusively for IG Stories contrasting with the ‘Dusk’ track list announcement in the form of a hilarious weather report. It was important for SG to visually capture the three different projects, in addition to individual music videos. This birthed the ‘Dusk’, ‘Dark’ and ‘Dawn’ mini movies.

We then launched the official SG & Friends Spotify playlist series. SG invited different friends to take over his Spotify playlist accompanied by an interview content piece and an Instagram live. Guests included Honne and AlunaGeorge.

Ricky Thompson acted as our lead influencer throughout the campaign. It was an organic and natural narrative that the entire fanbase enjoyed watching evolve. He started with his famous dancing video to ‘Better’ to his 4.9m following, the single that bridged the gap between ‘Dusk’ and ‘Dark’. Ricky then went on to add ‘Better’ and ‘Hurting’, the first single from ‘Dark’ into his official Spotify playlist whilst also discussing the tracks in his Fader interview. Ricky rounded up the campaign by attending the sold-out show in LA and Instagram covering the entire night.

The Printworks show in London in December was the milestone of the year for SG. We discovered the potency of SG’s global fanbase so we streamed the entire show in 360 direct to his YouTube channel.

We rounded the year off by taking featured artists and media to Dans Le Noir – the restaurant in pitch black to celebrate the launch of ‘Dark’, followed by the second instalment of the DDD mini films. ‘Dawn’ brought the campaign to a close, reinstating the concept behind the project and was told personally by SG on YouTube.

We displayed SG’s evolution into a global artist through an interactive tour microsite, a visual dictionary for Instagram Stories, project mini mixes and the release of the vinyl boxset.