Internationally renowned DJ and dubstep pioneer Skrillex, Canadian pop superstar Justin Bieber, and up-and-coming American rapper Don Toliver took the music world by storm when they joined forces in 2021 for their latest track, ‘Don’t Go’. Like all star-studded collaborations, expectations were high and the excitement was palpable. A World Away rose to the challenge of marketing this future mega-hit by conceptualizing and delivering a comprehensive concept and package that included creative direction, activation strategy, typography, and art design.
Skrillex’s team approached A World Away with a rough vision and a relatively narrow project scope that was expanded upon and brought to life by our team over the course of our collaboration. The process began with extensive discussions between Team Skrillex and Team AWA, in which we presented a wide selection of concepts that were fully realized and visually distinct from one another. We eventually agreed on the perfect concept — one of the earliest versions we put forward — and got to work creating the now-iconic single artwork and supporting materials. ‘Don’t Go’ went on to amass over 150 million streams in its first year.