SPOTIFY
Creative direction and full production for Spotify's algorithm-driven brand campaign. Multi-format content spanning photography, video, and experiential activations that brought Spotify's recommendation engine to life as a visual narrative.
Make an algorithm feel human.
Spotify's recommendation engine is brilliant technology. But technology doesn't sell itself to listeners. The challenge was translating an abstract, data-driven product into content that felt warm, personal, and unmistakably Spotify.
The campaign needed to work across video, photography, and experiential touch-points. Every asset had to feel cohesive while standing on its own. And the timeline was aggressive — concept to delivery in under six weeks.
Visual language from data.
Developed the visual language and storyboard direction grounding the campaign in the idea that Spotify's algorithm is like a DJ who knows you — it reads the room. The photography and video content leaned into intimate, moody lighting with bold color blocking that echoed Spotify's brand palette.
Managed all pre-production: talent casting, location scouting, DP selection, wardrobe direction, and vendor coordination. Built a production plan that maximized two shoot days across multiple setups.
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Two days. Six setups.
Oversaw all on-set production across a two-day shoot. Coordinated a crew of photographers, videographers, lighting technicians, and stylists working in parallel across multiple environments. Each setup was designed to capture both still and motion content simultaneously, maximizing output without compromising quality.
Campaign shipped.
Final delivery included video content in multiple formats (30s, 15s, 6s cuts for social), a full photography library for editorial and OOH use, and creative assets for Spotify's in-app promotional placements. All produced, directed, and supervised through post.
