22 IMPACT spearheaded the creative and PR campaign for MUNDANE — kaiyel’s introspective follow-up to been a long day. We shaped the rollout across DSP pitching, press, and socials, building a cohesive story that matched the album’s emotional depth. Shot in moody corners of Toronto, the visuals echoed the project’s quiet tension and poetic mood. With over 250K streams, a Spotify Fresh Finds feature, and a nod from Janet Jackson, this alt-R&B release proved that subtlety can hit loud when the storytelling’s strong.