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.

Lil Nas X was at a career high, just hitting #1 on the billboards for his single, Old Town Road. To encourage this momentum with his fans, we created a gameshow where his biggest fans could play against each other, seeing who knows the most trivia about their favorite new artists, Lil Nas X.

This gameshow was rodeo themed where we built a set fit for the midwest... complete with cowboy hats, bundles of hay and hobby horsing.

Editing: Jake Wojenski
Motion Design: Erick Cespedes