#1.14.20

LOUIS TOMLINSON CASE STUDY

After being at WMA for roughly three months, I was brought onto the Louis Tomlinson project and had to quickly adapt myself to a high-priority, fast-moving, major label project, familiarising myself with the extensive team and ways of working to get his social comms active and up to scratch.

During the initial brainstorming process for ideas for the album campaign, we pitched an idea in which we would reveal the track listing to Louis Tomlinson’s upcoming debut album Walls via a live stream of a live-art mural. With a borderline rabid fanbase, we knew this would captivate the interest and imagination of his fans and ultimately cut-through the daily noise on social media. By rallying his fanbase together as the mystery of the live stream unfolded, we aimed to make a viral moment - one which would go on to be a major highlight in the album campaign.

So having been on the campaign for a week, and returning fresh from our Christmas breaks, the idea was green-lit and I was responsible for sourcing graffiti live-artists, walls in which we could paint on over a day in and around London, and a production crew that were available to assist with the live streaming of the event.

Amazingly, this all came together in the space of a week or two, and the result was incredible.

#LTWalls was trending throughout the day in the UK and Worldwide on Twitter and somehow fans managed to track down the location within hours.

The live streams had the highest reach and engagement stats across the campaign and we also got a really nice time lapse out of it too.

For further examples of my work on Louis Tomlinson between December 2019 and April 2020, please see his Instagram profile, and the dedicated LTHQ team account.

I have to wake up early on Tuesdays because of lab, which is always rough. But I also was just kind of anxious today for some reason. But I made it through. Did a lot of studying.

I’m starting to see more and more auras again. The other day I thought I was seeing things as I was seeing auras around certain objects. And then today randomly in one of my classes my vision just like blurred and then as I looked around the room I saw the auras of everyone in there. Very interesting.

I also did some astral work today. I met with my koi fish spirit guide, Sn. Sn asked me if I wanted to go to the Other Place; I said that I was indifferent, and that if he wanted to go, I would go. I turned to face him, and he was gone. Then everything faded to black, and remained that way for a while.

Then I walked through a door in the blackness; I couldn't make out any details of the door, but at least there was a door this time. Sn appeared next to me shortly thereafter.

He said to follow him, and to grab onto him this time. I held onto his tail as we swam through the blackness. This time it wasn't so inky, but it was definitely thick, pure blackness. In a way, it was actually kind of peaceful…

Eventually we came to a stop and I jumped off. I perceived a tall wall of darkness in front of us. Sn said, "through these doors you will find blank" which I had a hard time understanding him. Then he walked through and disappeared. I took a deep breath, then I also walked through.

In front of me was what I believed to be like a large castle?? Medieval, gothic architecture, with towers winding around in weird locations. I couldn't see Sn anywhere; I called out his name, and got no response. There were many stairs leading up to the castle itself; I started walking up it, and after the second set of stairs, the whole place and image of it just dissolved and faded out, and I was once again left in just this dark void.

I turned to my left and walked a bit and perceived like a shimmering black wall?? It almost kind of looked like a mirror; I actually thought it was a mirror, looking into it, I thought I saw my reflection. Then the reflection stepped out of the mirror, and faced me. I moved to the side, and noticed that it didn't reflect my movement. I observed it a little bit more closely, and discerned that it was not in fact my reflection, but a different entity entirely; they appeared male (at least by our standards), tallish, lanky, kind of shaggy brown hair… but they didn't really have colored features… they were like this translucent, shimmering, black figure.

"What is your name?"

I pause. "Zhu."

It stops for a moment. "Negative. That is not your name. What is your name?"

"How do I know that I can trust you with my name?"

"What is your name?"

….. "Zach."

I had this weird feeling that this wasn't a typical spirit, and also that there wasn't any trickery involved here. Also, it was so peculiar, the way that they talked; I kind of heard like a chorus of voices, all layered under one voice. The other interesting thing is that when I talk to a spirit normally, I hear the voice in my head, but it like is more at the front of my head, if that makes sense… Like it only has one location, which is wherever the spirit is. But this entity… when they talk, I hear their voice and the reverb is all around me, like it's coming from high-grade surround sound.

They stop, and think for a while… "Interesting. That is not your name, but it will do." The person like teleports to the left of me, then the right, then behind me. It does this while it talks to me from now on…

"What are you doing here?"

"That is a good question. I don't even know where "here" is, to be honest. Where are we?"

"Interesting…" It says, moving around me again. "Yes, I think this is acceptable. I think you will do."

"What is acceptable?" What will do?"

"We will see each other again soon… Zach." And it walks through the shimmering wall and disappears, as does the wall, leaving me alone in the darkness.

I try and sink through the floor to leave, but that didn't work. I try it a couple of times, but with no success. Then I remember the door, and I kind of teleport myself to it, before walking through, and my vision again going black… then I fade back into the astral. Sn materializes next to me.

"What do you think?" he asks.

"Well. It was certainly interesting, for sure. We made progress, unlike yesterday."

"You're always making progress my child, even when it doesn't seem like it."

"Indeed. I like that; thank you, Sn."

We talked a little bit more, and then I left.

Sooo yeah. I guess I’m definitely making progress. Even if it’s slow progress, it’s still progress.

That’s it for now.

“…Still, I remain having faith in the process towards greatness. I’ll write into my clarity as if I was handwriting my name on the wall of a glass steam room. Letting go of what’s in my pores and wiping it with my sweat, blood-vessels pumping memories of trauma and wealth, I see the divine rhythm that exist’s within the pain of poetry.”