Spotify

Spotify has always valued hierarchy, negative space and simplicity - it was a balance to pair these with the chaotic nature of a kaleidoscope.

Guided photo placement within After Effects was key to maintaining consistency across 80+ artists, while mindful keyframing avoided any unwanted distortion within the images themselves. The keyframing and design was unique across four different scenarios: Hero Artist, Simple Artist, Duos, and Groups. Three different shape elements are the foundation for the imagery: Square, Circle, and Diamond.The elements are interchangeable within the toolkit and use-case is dependent on how each complements the photography. Each row of the headline is animated up in succession which maximizes legibility while color hits on type enforced hierarchy within the layout. Numerous color schemes were established to complement artist imagery, alongside a pair of animated gradients.

With over 400 deliverables from our toolkit, there was a wide range of use-cases. The campaign was propagated across all traditional social channels, in-platform sidebars and homepages, from screens in Glasgow to billboards in Times Square and the LA Marriott.