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Beats by Dre and IHEARTCOMIX launched a livestream special at the height of the pandemic titled RELEASED! Hosted by Zack Fox and creatively directed by Kitao Sakurai (The Eric Andre Show, Bad Trip), the one off starred Phoebe Bridgers celebrating her just released album, Punisher. Featuring live performances, special guests and an absurd premise, fans cooped up due to quarantine from around the world were able to watch and interact through this one-of-a-kind virtual experience on Twitch.
IHEARTCOMIX spearheaded the project from the top down, developing the concept for Beats By Dre with a defined marketing and PR plan, and executing a Covid-safe production. The results were millions of social hits and tons of press coverage in outlets such as Rolling Stone, Pitchfork, Stereogum and many more.
Zack Fox is just another dude living on Planet Ass. Always at the mercy of his pet dog with an attitude, Marlo, and an overbearing alien landlord. Zack often finds himself trying to figure his way out of precarious situations. The best he can do is hop in his Mad Max-style ‘95 Corolla and go on quests across the universe. In the premiere episode, Phoebe Bridgers and Zack join forces to gather the ingredients across several planets to make a punch for Phoebe’s prom performance on Cyber Goth Forest world.
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Comprised of real-time live-puppeted animation, 3D green screen sets, music performances and pre-made segments, IHC produced the live, improvised show while following COVID safety standards. Fans were eager to interact with Zack and Phoebe as they played along in the Twitch chat talking about their favorite tracks on the new album, reacting to the story unfolding in the stream and using custom emotes created just for the episode.
Leading up to the broadcast, we hosted a contest exclusively for Phoebe Bridgers’ fans to ‘attend’ the cyber goth prom finale in the show. Fans submitted videos dressed up in their best “Cyber Goth Prom” look for a chance to win autographed Beats By Dre headphones, a Punisher vinyl LP and their very own skeleton costume.
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