The Spotify Brand and Marketing team came to us with a challenge: they wanted to help deepen fan connections with existing artists while showcasing new ones. To achieve this, they needed original content that was not only aligned with their artists' identities but also resonated with Spotify's own brand identity.

We developed a bold vision for their social strategy—moving away from a typical branded content approach (with logos plastered everywhere) and positioning it as a cultural, editorial outlet with relevant, timely content surrounding the audio listening experience of music and podcasts.

Over the course of 8 months and across 30+ artists, we created a diverse range of assets to promote new releases, from striking portrait photography to high-production, exciting long-form content. The typical interview format was DEAD to us... we knew Spotify users deserved much more.

I led the visual concepting and production of over 100 pieces of original content each month for Spotify's social channels. Within just a few months, this initiative drove a 5% increase in engagement and helped foster a more engaged, vibrant community around this epic brand.

For Kodak Black's Dying to Live—his first album release after being released from prison—we brought a viral moment to life using augmented reality. In 2018, when many brands, including Spotify, were hesitant to invest in emerging technologies like AR, we took the initiative to create a Snapchat lens pro bono. The results spoke for themselves: the lens outperformed their typical paid ads, showcasing the potential of AR as a powerful marketing tool.

The lens featured a cartoon rendition of Kodak Black recreating his iconic viral dance from the studio—a move his fans already loved. By generating excitement around his long-awaited new music and giving fans the opportunity to join him and replicate the dance through the AR lens, Spotify became part of a cultural moment, seamlessly connecting with Kodak's audience in an innovative and memorable way.

3D Designer: