Behind the Campaign: How We Helped Launch Finally Over It for Summer Walker
When Summer Walker dropped her latest album Finally Over It, we knew this wasn’t just a music release. It was a moment and it deserved a campaign that could match that energy.
We partnered with Summer’s team to build a two-part campaign that gave creators something real to experience, then turned that into content fans actually wanted to watch. It all started in Atlanta.
The Event Was the Message
Before anyone hit “record,” we invited 21 creators to an immersive one-night-only event that brought the themes of the album to life.
The experience included:
A "Dump Your Ex" garbage truck where creators could physically throw away the past
A themed Escape Room focused on breaking toxic cycles
A Money Tree photo op and photobooth
A dedicated Creator Lounge, a live DJ booth, and curated giveaways like tooth gems, cake, and beauty items
This wasn’t a party. It was a curated emotional release, designed to create meaningful moments (and very postable content).
From IRL to In-Feed
After the event, each creator posted campaign deliverables that tied back to the album and “FMT” music video, using the momentum of the night to spark a second wave of storytelling. These were real reactions, not promo clips.
The results?
1.34M views
115 pieces of Content
21 creators
A Campaign That Felt Like the Album
Our goal was to turn Finally Over It into more than a drop. It became a shared experience creators could connect with—and carry forward into their content.
We break it all down in the full case study:
👉 Read the full Finally Over It campaign case study
Want to work with us on something real? Hit us up. We build experiences that earn attention, not just impressions.
