Lil Nas X is one of the most original musical artists in the world, so we celebrated the release of his first album in a truly unique way. Partnering with Spotify, we created a six-part video series capturing Lil Nas X trying a variety of activities for the first time, adding to his list of “firsts” during his monumental debut week. The campaign garnered over 3 million organic views on @Spotify within a week. Just as importantly, Lil Nas X told our team it was the most fun he’d ever had on set and that he wished it didn’t have to end (we’d like to believe he doesn’t say that on every shoot).