Work of Art
Project: Global Campaign Rollout for Second Album
Service: Audience Development, Creative Direction, Tour and Lifestyle Content Production
Client: Asake (via YBNL / Empire)
We led the audience-facing strategy and creative direction for Work of Art, Asake’s second studio album. The campaign was built to position him as a world-class performer with a distinct visual identity, while deepening his connection with fans across regions.
We developed a cohesive campaign theme that carried through all visuals and messaging. This included lifestyle documentation, performance content, fashion-led creative, and branded campaign work across multiple regions. We produced material across Asake’s world tour dates in Europe, North America, and Nigeria. The visuals were built to translate across platforms without losing their tone or clarity.
We also ran an audience development strategy that included working with fan communities, digital collaborators, and content partners like Meta, who we worked with on a content drop during Asake’s time in New York.
Results:
Visual assets viewed millions of times and syndicated globally
Material adopted across editorial, brand, and DSP placements
Growth in fan engagement and international reach across tour cycle
Why it matters: A clear identity is easier to scale. This campaign gave Work of Art a structure that could live across formats, partners, and regions without losing control.
