Phil Lee Shapes Immersive Launch Strategy for Louis Tomlinson’s How Did I Get Here?

Untold Studios' creative director Phil Lee joined forces with award-winning artist Louis Tomlinson to shape the creative strategy behind the launch of Louis' latest album, 'How Did I Get Here?'

Bringing his extensive experience in music, culture, and storytelling, Phil played a central role in defining and delivering several pivotal creative moments across the album campaign - from film to audience engagement.

A key element of the collaboration saw Phil commissioning and overseeing the two music videos from Louis' highly anticipated album - 'Lemonade', directed by Emmanuel Adjei at Magna Studios and 'Imposter', directed by Samona Olanipekun at ProdCo, both films were developed to sit cohesively within the broader album narrative, reinforcing tone, identity, and intent.

Beyond the films, Phil was responsible for the strategic creation and reveal of the album title, designing a multi-layered audience journey that unfolded organically across platforms. The title - How Did I Get Here? - was teased through the integration of WhatThreeWords within fictional reviews seeded through social media, which when discovered and put together would lead fans to physical billboards in global locations, each displaying a single word from the album title.

Speaking on The Tonight Show with Jimmy Fallon, Louis Tomlinson, said, “I’m lucky enough to have a fan base that love the finer details, like the Easter egg hunt and that whole thing,"

The campaign culminated in the full title and release date reveal, inspired by a traditional hand-painted sign installed on a remote beach in Costa Rica, close to where much of the album was recorded - grounding the global digital trail in a tactile, human moment tied directly to the making of the record.

Together, these moments formed a cohesive creative framework that connected music, film, and real-world discovery - underscoring Phil Lee’s role in shaping the narrative and experiential spine of How Did I Get Here?

“It was a pleasure to work with Louis, his label and management teams to help implement some key moments in the launch of his 3rd solo studio album. Witnessing first hand how passionate and fanatical his core fanbase is and mobilising them to be part of the launch process was rewarding for everyone.” said Phil.