Drake + 21 Savage Campaign

Purpose: In an innovative move to generate excitement for the "Her Loss" album by Drake and 21 Savage, a guerrilla campaign was devised. This involved a faux press tour strategy in collaboration with Drake's team, conceptualizing a fictitious Howard Stern interview that was never aired. The fabricated Howard Stern show segment garnered immense attention, fooling viewers with its authenticity, reaching 16 million views within two days and sparking a wave of global media coverage. This unconventional approach by Drake steered away from conventional press tours, propelling the album into the limelight and captivating audiences worldwide.

Role: Creative Producer 

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"Instead of doing a traditional press tour, rapper Drake simply made one up. He shared clips to Instagram of him sitting down for a virtual interview with Howard Stern that was so convincing, ET thought it was real. Stern marvelled how Drake had taken clips from past episodes of “The Howard Stern Show.” - The Wrap