Spotify Give Premium

Client ︎︎︎ Spotify
Role ︎︎︎ art direction, concepting, storyboarding, 3D animation (part of a team), motion design

Spotify Premium wanted a campaign is to raise awareness of a new referral scheme, enabling you to gift someone 2 months free. Tapped into the easing of lockdown with a theme of gifting someone premium as a way to re-connect. The campaign ran across social channels as well as email and in-app.

The overall performance was really strong and exceeded all client expectations. Spotify Premium hit their total 2021 target just during this campaign alone.

Moodboard & Mind Mapping

During the art direction and research stage, I started by mind mapping the connections between the campaign tagline, “Say Hi,” and the concept of gifting. This led to the idea of speech bubble balloons and heart-shaped balloons coming together, creating an explosion of confetti and shapes. For the visual style, we stuck to the brand colors, using them to craft gradients and iridescent textures.

Storyboarding

Creating rough storyboards with simple colours really helped sell the idea to the client team.

Email and in-app comms

We created a a few variations of the gradients, mixing and matching different colours from the chosen palette to allow for variety at speed and avoid user fatigue.