FREELANCE
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DAWM FM EXPERIENCE
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FREELANCE | DAWM FM EXPERIENCE |
I served as Creative Director and Executive Producer for The Weeknd’s Dawn FM Album Experience, a cinematic, long-form visual project released exclusively on Prime Video as part of the global rollout of his Dawn FM album. This project was conceived to deliver a unique audiovisual interpretation of the album, blending surrealist storytelling, performance, and immersive production design to reflect the themes and tone of the record.
I was responsible for leading both the creative development and production execution, translating The Weeknd’s conceptual vision into a fully realized narrative film. This included overseeing set design, visual direction, cinematography, performance styling, and all elements of physical and post-production. Working in close collaboration with The Weeknd and his team, I ensured the experience was artistically authentic, technically flawless, and aligned with Prime Video’s standards for original, global-facing content.
The Dawn FM Album Experience launched as a marquee visual component of the album campaign, reinforcing The Weeknd’s position as a genre-defying artist at the intersection of music, film, and streaming. Its release on Prime Video marked a significant moment for both the artist and platform, demonstrating how long-form music content could drive engagement and cultural relevance in a premium streaming environment.
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I led the creative and production execution of The Weeknd’s Dawn FM Album Experience, a narrative visual project released on Prime Video in support of one of the most anticipated album campaigns of the year. This marked a rare fusion of artist-led storytelling with studio-level production quality, tailored for a streaming-first audience.
Impact: The project premiered to a global audience across 240+ countries and territories via Prime Video, serving as one of the platform’s highest-profile music content drops and significantly extending the lifecycle and cultural footprint of the Dawn FM album.
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The experience brought to life the psychological and atmospheric world of Dawn FM—a fictional radio broadcast guiding listeners through a metaphysical journey. I developed a surreal, retro-futurist visual language that merged performance with cinematic narrative, creating a cohesive and emotionally resonant audiovisual experience.
Impact: The film helped redefine how fans engage with music on streaming platforms, generating widespread critical acclaim and top-tier press coverage from outlets like Rolling Stone, Variety, and Pitchfork, while sparking extensive fan theory and analysis content online.
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By building the entire experience in collaboration with Prime Video’s internal teams, I ensured seamless delivery and optimization for the platform’s global UX, while preserving full creative integrity. The project exemplified how a strategic artist partnership can drive differentiation and cultural impact within a competitive streaming landscape.
Impact: The experience contributed to a notable spike in album streams and positioned Dawn FM as not just an album, but a multimedia event—helping The Weeknd maintain momentum across music, video, and fan-driven digital ecosystems.
