Paul McCartney — Freshen Up Tour

The challenge

Accompanying one of the most important shows in the world — and a music legend — with the precision a production of that level demands, working directly with Marshall Arts Ltd.

The decisions

1. Day-to-day coordination with the artist's production company, so every local piece met the tour's global standards and approvals.
2. A local campaign built to turn anticipation into urgency, with the right message for each channel and moment.
3. Communication calibrated to the scale of the event, from the announcement to the night of the show.