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BETTER BY ZAQ
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ZAQ’s upcoming album required an unconventional and powerful creative campaign that would capture audience attention long before release. The album’s concept follows the artist’s journey through his own alter egos — characters living in the rooms of an imaginary hotel.

The challenge: draw attention to the album and make the audience feel its story before hearing the music.
Challenge
Numbers
Creative Campaign for Album Release
Client: ZAQ
Creative studio: Artjaq
Role: Creative direction, production, strategy
1,000+
Total comments
1,164,000
Total views
2025
Release date
To strengthen the myth around the hotel, we partnered with major media outlets:
  • Dope Soz
  • Central Stand Up
  • Gakku

ZAQ appeared on interviews and spoke about opening his unusual hotel.
He then reposted content from the media’s official channels — reinforcing the illusion and making the project feel real.
Building the myth of the hotel
Execution
We developed the full hotel concept.
Created a complete brandbook, sketches, and interior mockups for ZAQ to post as if they were real. Shot construction-site materials, teasers, and visual hints.

We produced two commercial-style videos:
  1. A classic hotel commercial
  2. A surreal version where ZAQ plays every character — revealing the alter ego idea

We also produced banners, outdoor ads, and promo materials for social media.


We decided to bring the album’s concept to life by creating a real absurdist-immersive hotel.
ZAQ opens his own hotel!

We crafted the image of a strange, experimental hotel that ZAQ is “launching.”
The hotel had a clear premise: it offers absurd “services” based on the emotional traumas of its guests.
It looked like a real hotel — but its programs were intentionally bizarre and unexpected.
Idea
Media collaborations
  • 2 commercial videos (classic hotel ad + alter-ego version)
  • Full hotel brandbook and visual identity
  • Influencer invitation kits
  • Banners and outdoor advertising
  • Stories and visual illustrations of the “hotel construction”
  • Album cover
  • Video visualizers for each track
  • Photoshoot of the album’s three key characters
  • Media interviews and integrations (Dope Soz, Central Stand Up, Gakku)
BETTER narrative content (draft songs → final songs)

Impact
By release day:
  • The myth of the hotel became viral
  • The project was actively discussed across social media and media outlets
  • BETTER entered the Top-3 albums on streaming services in its first days
  • The campaign became a notable cultural event in Kazakhstan’s music scene
Our strategy was based on multilayered immersion:
  • Create cultural buzz around the launch of ZAQ’s bizarre hotel
  • Integrate media, podcasts, and influencers to enhance the “reality” of the hotel
  • Gradually connect the hotel narrative to the album story
  • Use the BETTER storytelling mechanics during release
Maintain visual communication both within the fictional world and regular social content

Strategy
Content
Team
Go to projects
Art Director: Askhat Bayanov
Creative Producer: Dulat Mukhametkaliev
Directors: Madiyar Toleubek, Askhat Bayanov
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