LEMES
Incognito
Director | Digital Marketing | Public Relations
The Challenge
As LEMES’ debut single, Incognito needed to introduce more than a song. It had to establish the band’s new identity, build anticipation for an original release, and communicate the track’s themes of secrecy, desire, and hidden romance in a way that felt immediate and memorable.
The Strategy
Anchored by the phrase “Stay Incognito, keep them wanting more,” the strategy focused on building a campaign world that felt mysterious, playful, and a little cheeky.
Youthful, conversational language was used across the posts, taking cues from late-night texts, mixed signals, and very Gen Z situationship energy. Visually, the rollout leaned into the track’s funk-pop sound through a vintage-inspired direction, with digicam footage creating a nostalgic, grainy, and candid feel.
Behind-the-Scenes Showreel
The Results
The campaign caught the attention of over 600,000 views across its social media posts.
Achieved 10 pieces of PR coverage, achieved a potential reach of ~ 30 thousand people in total.
