Haim returned this year with their critically acclaimed third album, Women In Music Pt. III. With artwork shot by Paul Thomas Anderson, the album was originally slated for an April release. Set to be supported by a global promotional campaign and world tour, all plans changed after the onset of Covid-19.

Having initially delayed the album, they then decided to pull it forward as a gift to their fans and tackle a full-scale global release from lockdown. They returned to their DIY roots: making videos in lockdown with award-winning director Jake Schreier and creating innovative TV performances from their three individual homes which aired all around the world.

A cancelled Deli tour became a global live stream from Canter’s Deli. A planned UK instore tour became a virtual live performance for Banquet Records. They embraced social media even more, turning every announcement into a fun and sharable viral moment. This all culminated in their second UK #1 album upon release in June.

Socials: Haim’s cool-yet-comedic tone on socials is a key part of their presentation, but this had to be upped tenfold once Covid-19 struck. Utilising lo-fi performance clips and skits alongside beautiful videos and stills kept the campaign feeling cohesive yet engaging for their fans.

Facebook AR activation: we partnered with FB creative shop on a unique AR activation, triggered by physical copies of the album. Pointing your Instagram camera at the cover unlocks a sonic AR experience. Digital overlays, revealed with the Spark AR filter, highlighted track listings with playful doodles, adding 3D depth to the artwork image and illuminated different elements on the cover. Users were able to interact with and customise the visuals, where every interaction affects the soundscape. We used a collection of sounds sourced from the album to create an ethereal, dreamy soundscape that captured the sonic essence of the record that morphed and changed depending on the users interaction.

Zoom dance class: Haim held a series of Zoom dance classes for their fans throughout May which saw nearly 20,000 entrants sign up to join the band online to learn moves from iconic Haim videos. Each class had 1,000 participants and was a crucial activation to make sure the band could be interacting directly with their fans, even throughout lockdown.

Twitter listening party: the day following the album release, Haim joined their fans in the Twittersphere for an album listening party. The band played through the full album in sync with their fans, tweeting exclusive behind-thescenes footage alongside each track to further contextualise the record. The listening party generated over 1.4m impressions.