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    Posted by Liisa Mathlin on 23.9.2021
    Liisa Mathlin
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    Lil Nas X is one of the most recognised artists of today; he has broken many boundaries and prejudices in the past. Today, he breaks the boundaries of reality.

    Client Columbia Records & Lil Nas X
    AR Concept & Production Arilyn


    What happens when the most talked about artist of today, a world-leading record label, and a creative XR studio put their heads together?

    Something amazing - an immersive experience for one of the most anticipated album releases of 2021.

    From a sketch to a global marketing campaign at breakneck speed

    Lil Nas X's record label Columbia Records, owned by Sony Music, contacted us as the launch of the Montero album needed something unique.

    The augmented reality mobile experience started to form quickly. It had to, as the album launch would be in only a couple of weeks. Together with Columbia Records, we highlighted the importance of evoking emotions and connection between the artist and his fans. The goal was to strengthen the already strong bond.

    The journey towards going live

    The campaign's goal was to offer Lil Nas X's fans an extended experience within the album, no matter where in the world they may be. A world where the fans of Lil Nas X could immerse themselves into Montero began to come together.

    The production timeline was crazy. When working on a campaign at this scale and with such a tight timeframe, everything needs to work flawlessly since day one. 

    The experience needed to be as easily accessible as possible - meaning no downloads or installs of separate apps, and with an intuitive user interface.


    "Our team is multitalented and extremely experimental to edge the creative frontiers and push technological boundaries. The client is as innovative and ready to experiment, so the collaboration was a dream come true for both us," describes Arilyn's Creative Director Otso Kähönen.


    Welcome to Montero Xperience

    The mobile AR experience, Montero Xperience, invited Lil Nas X's fans on a journey to enjoy the beautiful world of Montero.

    The Montero Xperience enabled the fans to dwell in the Montero atmosphere and take pictures. The visitors could then share them on their social media channels.

    The Montero Xperience united the artist and the global fanbase in an emotionally connecting adventure.

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    Topics: Case study

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