Role
Art Director
Motion Director

@ Spotify

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.

Visual Identity
Our answer, to these strategic insights call, was to draw equal inspiration from nature and sensory input, as by an Internet 1.0 aesthetic. We constructed five colorways that brought together contrasting and vibrant elements to create a set that felt visually distinct.

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.


Soundtowns

Soundtowns was a new story that went viral this year that seemingly clocked listeners in niche communities that could be identified geographically. Notablly, listeners of Boy Genius and other queer artist found camraderie in their music taste and data-driven soundtown.




Genre Sandwich

Genres got a quirky refresh, giving each listner a randomized music taste stack, including custom bread type and toppings. Our design and engineering team worked very closely on an engaging animation that brought together design system elements and data driven outputs in a seamless user experience.



In Your Villian Era

We decided to highlight the “darker” side of listener’s habits with your “Villian Era” archetypes. We collaborated with illustrator Ariel Davis to create 12 distinct personalities based on listeners’ unique data.

Trendlines

In 2023 we created a new story that featured your 5 top artists and your listening habits over the calendar year. This highlighted the highs, lows and obsessive tendencies that took place on platform.

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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