The Brief
Spotify’s algorithm is the magic behind producing endless hours of music for the user of the service. Still, it remains foreign to most of them. The technicalities of it feel strange and hard to understand which creates an uneasy feeling in many, like if something hidden is happening which the brand doesn’t want users to understand. The goal of this campaign is to break this and build a friendlier attitude towards this thrilling tool which understands each of us so well.
The idea is to visually represent the user’s algorithm by personifying it, based on the insight that Spotify’s advance algorithm is simply a reflection of the user. This campaign was developed for Concepts IV of the Miami Ad School Europe. For the execution a set of raising artist were asked to visualize different music styles. Spotify’s AI combines these artworks based on the listening habits of their users and creates a unique representation for them. A few users can receive this image as a physical vinyl with a selection of their favourite songs.
Client: Spotify
Role & Responsibilities: Art Direction, Concepting, Creative Direction, Copywriting and Graphic Design.
Co-Art Director: Michal Kusmierz
Co-Copywriter: Gaya Ragavan
Location: Berlin, Germany
Date: 2021
Date: 2021
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