The 2020 Midyear campaign hosted a series of day-to-day objects that treated with a surreal 3D twist.
Premium Global Campaigns
Every year Spotify Premium releases a bi-annual campaign that touts a “3 months free” promotion with eye-catching visuals, rooted in music and listening.
These global campaigns are then expanded to 92+ markets and translated across 30+ languages, driving awareness around the promotion and educating users on Premium benefits.
As a creative on the Premium team I worked to concept objects/ scenes that are listening-minded while nodding to Premium benefits like unlimited skips, nonstop music (ad-free), and offline listening.
Sound design
Always up for challenge, each campaign required at least 15 different creative concepts and each needed resonate globally. Simplicity is key but my favorite part of these projects was leading the music direction to create a separate soundscape for each asset.
This included briefing in a sound design studio, identifying audio elements and working in lockstep with animation partners to ensure sound and movement were in sync.
The 2020 Holiday campaign introduced a soft grain treatment with trios of drum clusters, eclipsing mics, kaleidoscope flowers and tambourines.
Notice a theme? To really drive our "3 months free" promotion we made our objects work as triads in the Holiday 2020 series.
"Take your music anywhere" touting offline listening with Premium
"Hear every detail with HQ Sound"
"Pick and play the tracks you want" differentiating Premium's on-demand feature from the free platform.
"Hit the right note with unlimited skips"