Spotify Campaigns Montage
Design a comprehensive motion system and global campaigns to communicate Spotify’s new features and grow its paid subscriber base.
Create a series of unique graphic worlds to highlight how the streaming service functions in users’ everyday lives, while differentiating the brand with a bold, imaginative visual style.
A multi-tiered campaign and motion identity that played an instrumental role in Spotify's growth, increasing paid subscribers 66% from 30M to 50M globally during the run.
How do you appeal to a global audience of music lovers with wildly diverse tastes?
Our primary design challenge was to create a ubiquitously accessible language through animation that would appeal to potential Premium subscribers around the world. Using the new logo and brand shapes as a starting place, we created a comprehensive motion identity that lived across the Spotify app, O&O channels, and campaigns.
After developing a unique animation language, we brought it to life in multiple animated campaigns.
Highlighting the four benefits of the service—ad-free listening, offline capability, great sound quality, and on-demand access—we aimed to establish practical and emotional reasons for listeners to ‘Go Premium.’
Illustrated brand bursts transform talent into dynamic silhouettes, creating abstract individuals who are recognizable across all regions. Our design approach maximizes creativity while remaining economical and adaptable, with toolkits delivered in 12 languages for 58 countries.
Simultaneously, we created ads for the new Discover Weekly playlist feature.
Our wildly imaginative live action-based spot helped promote the introduction of Discover Weekly, an AI-generated playlist that serves subscribers new and exciting music based on their personal listening history. The ads were deployed across the app, digital display, and many fun OOH placements.
We also directed product-focused spots, short-form content, and announcements.
Working with Jason Derulo, we integrated live action and animation to build a campaign for Spotify’s Google Chromecast integration. We also made spots to launch Spotify’s new auto-mix “Party” feature and a big announcement when The Beatles catalog was added to the service. We also shot a behind-the-scenes piece with Gucci Mane in his Atlanta studio to kick off Spotify’s artist-based video content series.
Design Strategy –– Live Action –– Graphic Design –– Illustration –– Animation –– Copywriting –– Editing –– Music Supervision –– Original Music –– Sound Design –– Post-Production –– Motion Guidelines –– Toolkits
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