Role
Art Director


@ Spotify

Visual Identity
Motion Design
Product Experience
360 Campaign

2023 Spotify Wrapped

Wrapped has become an annual moment of truth, a cultural conversation about what the year had to bring and what artists, songs, and podcasts got us through it. Spotify aims to capture the tone of the year through the data, messaging and visuals of the cross-platform experience.

In 2023, our data showed that we listened harder, faster, and sadder with searches for “sad” music and heavy rock rising in the charts. Visual trends, in reaction, embraced a sense of utopic escape, nostalgia, and beauty in chaos.

Product Experience

The Spotify Wrapped product experience, often imitated but never the same, is a cross-discipline endeavor that delivers your listening data in refreshed and completely new ways. The Brand and Creative team collaborated closely with the Product and Engineering teams to ensure the product and campaign would not only be in conversation with one another, but enhance one another.

Each year we try to come up with new and exciting ways to serve up listeners’ personalized data. A great data story surfaces patterns that you might not readily be able to predict yourself and also makes you feel connected to other listeners worldwide.

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Campaign

The campaign focused on our strategy, “to be the realest thing on the internet.” What does that mean? We aimed to bring the reciepts for how everyone’s year really went. Whether that was going through a breakup, sleepless nights, or compulsively adding “graah” to the end of every sentence, we wanted to capture how people spent their year that might not show up in other social media outlets.

Credits

2023

In-house
@Spotify