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 Trippie Redd’s album release, Poison Boy, we crafted scripts and art direction that played off his cult-like fandom. The two main concepts were an infomercial where Trippie humorously "influences" his fan base to gather and prepare to listen to Poison Boy, and a step-by-step video aimed at rising artists, teaching them how to build the same kind of dedication his cult followers fans have.

My favorite part of the set design was applying the long, sharp, red press-on nails to the faceless mannequins.

Editing: Jake Wojenski

Animation: Erick Cespedes
Photography: Kat Kaye