‘Better Over Time’ represents a major next chapter
for BigX. Built around the idea that every action
has a result, the project explores what happens
after you get everything you wanted, including the
pressure, sacrifice and unexpected consequences
that can come with success.

The team is building a connected creative world
around the music, with the intention of creating
one album, one story and one film. The broader
campaign is expected to include cinematic
performance content, a connected short film and
music video narrative, physical product, retail
activations and immersive fan experiences