Mulaa Joans × Atlantic Records: Brief to live in two weeks, then three activations on one system.

Pop, 112K on Instagram, releasing That Ain’t You. The ask was 100 NFC bank notes for a London pop up two weeks out, so fans who turned up could hear music nobody else could. A properly embedded note is a four week build, and the date could not move.

• The pop up

  We proposed the fix before anyone asked: a printed note carrying a sticker, the same experience, on the original date. One tap into a Portal open only to people who were there.

• Leeds and Reading

  A festival hunt: 45 resin tags per site across five landmark zones, clues dropped on Instagram, prizes for the most found.

• The tour

  1,500 custom notes for the eleven date Scarlet Mafia Tour, the format asked for on day one, now with the lead time to build it properly.

The Portal was built as Phase 2 of the H.LLS system, not from zero. Sign up, hosting and access checks carried over from something already proven at festivals. Two calls kept it deliverable: fixed rules rather than live edits, and clues through social because festival signal cannot be trusted.

Brief to live pop up in two weeks, on the original date. One pop up and 100 notes became three activations across three formats. A referral became a three month engagement.

The tour notes land ahead of the Dublin opener.