ASH ZIXUAN
Known for her rich, mesmerizing vocals, bilingual lyricism, and meticulously crafted production, Ash presents an emotionally resonant, immersive sonic landscape. Holding Water invites listeners into a lush, atmospheric world shaped by both vulnerability and precision.
Leveraging ASH’s multicultural identity, the campaign implemented a multi-market strategy targeting both English- and Chinese-speaking audiences, tailored to reflect Ash’s cross-cultural identity and resonate authentically across diverse markets.
The campaign secured 100+ media features across outlets like CLASH, EARMILK, Modern Weekly, i-D Asia, and homegrown自家种, alongside 60+ editorial and algorithmic playlist placements. It also included three immersive listening sessions, each tailored to reflect the EP’s sonic and emotional themes.