Making a physical album no. 1 on Billboard in the age of streaming.

Anticipation was high for Adele’s follow up album to her breakthrough hit 21. Target was the exclusive partner for a global campaign launch of her album. We gave fans the first listen and intimate look at her follow up album 25 in a night we called Must Hear TV. In an moment that demanded national attention, we created the biggest listening party ever by taking over prime-time slots with a simutaneous commercial roadblock across all major networks. Track-by-track we premiered new songs for the first time ever to fans. Adele wanted to break records exclusively with physical album sales and this campaign resulted in just that. She landed a number one album with 2.5mm sales in the first week with 1/3 of all sales coming from Target.

Director: Mark Romanek