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P.P.P. is Don Zalazar’s third single of 2025, a high-energy reggaeton/Latin urban track. This release is strategically positioned as the official preview for his highly anticipated debut project: his first solo Extended Play (EP), effectively building momentum for the larger work.
The Challenge
We needed to ensure that the third single, P.P.P., functioned not just as a standalone release but as a powerful teaser campaign. The primary goal was to leverage the track’s sound to generate significant anticipation and audience hype by strategically hinting at the overall concept and scale of Don Zalazar's forthcoming debut solo EP.llenge was to quickly define a successful creative language and integrate our studio's strategy with the artist's existing brand. This integration was essential for delivering a comprehensive campaign that both re-engaged his audience after a hiatus and defined our new partnership.he emotional focus from idealized romance to genuine, relatable financial struggle and sacrifice.
Job Role
Creative Director, Graphic Designer & Video Editor
Creative Strategy & Solution
The strategy for the P.P.P. single was to use it as a controlled test environment to introduce the new aesthetic and thematic direction of the forthcoming EP.
We began revealing the new project's concept by strategically introducing the element of "La Sirena" (The Mermaid). This character is intended to have a significant, recurring impact on Don Zalazar’s future releases, and P.P.P. serves as the first subtle introduction of this major narrative component to the audience.
The campaign was designed to build intense intrigue and anticipation among fans. We successfully leveraged the single to promise a new, evolved sound from Don Zalazar, positioning P.P.P. as a definitive, high-stakes pivot point leading directly into his debut solo EP.
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