Spotify

Brief

Bring the brand identity to life through motion and music, developing the visual language of Spotify's global campaigns to communicate product features and grow subscriber base.

Challenge

Create content that sparks the imagination of music fans without using artist's music, and craft on and off-platform messaging for 12 languages across 58 countries, including social and OOH.

Results

A multi-tiered campaign and motion identity that played an instrumental role in Spotify's massive growth, increasing paid subscribers 66% from 30MM to 50MM globally during the run.

Services:

+ Animation + Digital + Illustration + Live Action + Music + OOH Advertising + Sound Design

Global Campaigns

Spotify runs on a “freemium” model, offering ad-supported listening to free users and enhanced benefits to paid subscribers. The Premium campaign encouraged new and existing users to switch to paid accounts to enjoy these perks; while Discovery promoted weekly custom-curated playlists. We designed unique graphic worlds to highlight these features, which were then used across video, digital and print campaign assets.

Originals

To differentiate themselves from other music streaming services, Spotify introduced Originals: exclusive video content produced in partnership with other popular brands for their app and social channels. Percussive mnemonics are ownable by the brand and drive the animation of brand shapes at the start of each episode.

UI/UX

The Party and Chromecast campaigns were geared towards enhanced UI/UX features within the app and in partnership with Google’s Chromecast Audio device. We designed these spots to include seamless product integrations, demonstrate Spotify’s practical side. Activation drives us into Spotify-branded worlds that are visually consistent with the global campaigns.