A woman with long, wavy reddish hair relaxing on a white surface, wearing a light green t-shirt and jewelry, with a confident expression.

Dua Lipa: Radical Optimism

2024

Global Content & Community Strategy

Dua’s third studio album ‘Radical Optimism’ was all about her journey through love and staying hopeful and optimistic that everything will work out for you in the end.

We wanted to bring the audience closer to Dua, centering her hard work and graft as well as her travels across the world with her favourite people.

Giving back to the fans was a priority, and we launched Dua’s Whatsapp. Fans received secret messages, cryptic puzzles and exclusive images from Dua throughout the campaign, making them feel like they had her real number in their phone.

  • A woman with long red hair wearing layered chains and a vest with coins is sitting at a table in a restaurant, holding a glass of soda with ice and lime slices, and is in the process of adding more lime slices to the drink.
  • Group of diverse dancers practicing in a dance studio, some standing and others crouching, with a woman holding a microphone.
  • A woman with shoulder-length black hair, wearing an off-the-shoulder black top, a silver chain necklace, and makeup, poses with a slightly open mouth in an indoor setting with a modern background.
  • People dancing in a parking garage, with some wearing black athletic wear.