Spotify Premium and Google came to Untitled asking us to create a compelling campaign that captures the unique value proposition of this bundle offer: for two weeks, new Spotify Premium users get a Google Home mini when they subscribe. We wanted to convey the expressive power of threading music into the fabric of your home and enrich the benefit of a simple “free give-away”.
We created a mood around this visually by showing a series of people enjoying music at home, illustrating how effortless it is to weave music into the fabric of your home life.
The campaign extended from DOOH displays in NYC and LA, to digital, social, radio and email. The successful campaign garnered lead to an unprecedented number of Mini’s flying off the shelf and Spotify’s largest increase in premium subscriptions to date.
My role in the project was to support in Art Direction with a concentration on visuals, closely collaborating with our ACDs from conception to execution. I assisted in concepting the shot list, briefings for photographers, casting, and preparation for production.
In post-production, I designed and created nearly 100 web banners (desktop and mobile) and social advertisements to be posted from the Premium account as well as throughout the internet — working closely with the clients to ensure design and legal requirements were met for both Spotify and Google. I assisted the ACDs in designing OOH and subway take over designs.
ACD: Sarah Tosques + Laura Tiffin Photographer: Grace Pickering