The Play Your Part campaign, encouraged eligible voters to get out and vote in the 2020 U.S. Election—with a special emphasis on supporting potential first-time voters in getting ready to do so, in a way only Spotify could.
We teamed up with artists, influencers, and creators such as Conan Gray, Alaina Castillo, King Princess, Chloe x Halle, and more to showcase the importance of voting and provide resources to guide listeners through the election process. We used the idea of in-app-song-targeted messaging to prove how simple the process of voting can be, from voices young voters know and love. We also used the concept of “How-To” videos to create unique “How-To Vote” content from some of 2020’s favorite artist.
This campaign was about making young voices heard. Additionally, we provided resources from partner organizations like HeadCount and TurboVote to assist users in getting registered, as well as BallotReady to help our listeners make a plan to vote.
Press: CNN, Billboard, Thrillist, AdWeek
Awards:
ADC Awards - Craft in Writing - Shortlist
ADC Awards Innovation - Shortlist
ADC Awards Direct - Digital - Shortlist
ADC Awards - Craft in Writing - Shortlist
Premium Duo is a new Spotify plan designed for audio-loving pairs living at the same address. Each individual gets their own Premium account under one plan for $12.99.
For the global launch, we decided to interview real-life couples about the pain points of sharing an account. We then took that audio and created custom-made puppets to act it out.
Press:
Fortune
The Verge
Rolling Stone
Billboard
USA Today
NY Post
The Muse by Clios
Adage
Engadget
Tech Crunch
Mashable
Awards:
ADC Awards - Craft in Video - Merit
Unfortunately, women are 25% less likely to get a raise than men. So for April 4th, Equal Pay Day, we launched Ask For A Raise, a campaign to help close the wage gap by creating a powerful tool to get women the money they deserve.
We created a Facebook Messenger Chatbot based on one of the world's most fierce female industry leaders: Cindy Gallop. The bot pulled in data from financial data from PayScale to arm women with all information and confidence they needed to ask for a raise, creating a checklist of accomplishments to present to their bosses, as well as set a date to ask. We saw over 100k users in the first week with zero media spend and 180MM earned media impressions.
Press:
Mashable
Forbes
Fortune
Mental Floss
Fast Company
Refinery29
Awards:
Cannes Lions - Cyber - Bronze
One Show - Social - Best of Discipline Best of Discipline
One Show - Influencer Marketing - GOLD
MMA Smarties - Social - GOLD
$0 Media Spend
$1M value in earned media
110M Media Impressions
100k+ Users
We were tasked with bringing awareness to Spotify’s new Premium Duo plan, designed specifically for couples, in a shareable digital experience.
We created “The Ultimate Love Experience” - a site designed to help you curate a playlist for you and that special someone. The site helps you to create a personalized playlist with customizable covers that match your shared music taste and relationship. Users are given the opportunity to create custom-made cover art featuring… their faces. All of the chosen designs had to live within the genre of cheesy couple photography and/or familiar love tropes. The typography was inspired by popular albums covers of the past as well as music genre-based typography we all know and love.
Also, fun fact: the experience blew up organically on TikTok.
2.8M views on the #duolovesongs on TikTok
5.1m page views
Visitors from 193 countries - US by far the #1, followed by UK, FR & IT
Thousands of adorable comments on TikTok and Twitter from around the world
Site here
Press:
Paper Magazine
People
Spotify’s 2020 annual Wrapped campaign recognizes the resilience of people across the industry, from artists to sound tech folks working at empty venues. 2020 Wrapped was a story of grit and gratitude.
I was a part of the 2020 Wrapped concept, as well as OOH and the films that were a large part of the success of the campaign.
If you look closely at each of the films you’ll find hundreds of artist-specific easter eggs for fans to pick up on. Taylor Swift’s fans unsurprisingly almost caught every single one.
Press:
US Today
Tech Crunch
Business Insider
Thrillist
CNET
NBCnews + much more
Awards:
Clio Music Awards - Digital Mobile App - Gold
Clio Awards - Direct Marketing Design - Bronze
Webby Awards - Apps/Software - People’s Voice Winner
Webby Awards - Integrated Mobile Experience - People’s Voice Winner
One Show Awards - PR - Merit
D&AD Awards - Graphic Design - Merit
D&AD Awards - Copywriting - Merit
A key piece of Jet.com's Innovating Saving campaign that led to a Media Grand Prix at Cannes.
The “Careculator” was an online experience, launched during the holidays, that told users how much to spend on their friend’s gifts based on how much said friend interacts with them online. How? It used advanced “Careculus” to analyze the amount your friends’ like, comment, tag, and share your posts to literally put a price on your friendships. And of course, it also served up the gifts you can get in that price range (for less) on Jet.com.
Press:
Fastco
The Drum
Apartment Therapy
Adweek
Campaign Live
Awards:
Cannes Lions - Integrated - Grand Prix
Cannes Lions - Cyber - Shortlist
One Show Awards - Data - Merit
Webby Awards - Advertising, Media & PR - Shortlist
Webby Awards - Social Media Campaign - Shortlist
Facebook Act Award
“Unlike Any Other” was Spotify’s 2020 global Pride campaign celebrating LGBTQIA+ creators and connecting them to fans around the world.
The design system is built around the plus sign in LGBTQQIA+ which really stuck out to us as a powerful and symbolic representation of the community.
Reason being, the plus sign in LGBTQQIA+ signifies the inclusion and acceptance of all queer experiences. It's the perfect illustration of the community's plurality and diversity, as well as our inability to be easily summed up.
The Unlike Any Other marketing campaign, lived in 38 countries where Pride is celebrated, includes a key element—the Progress Flag—designed by Daniel Quasar in 2018. The Progress Flag adds five stripes to the traditional rainbow Pride flag to better include trans and non-binary individuals, marginalized communities of color, those we have lost to AIDS, and those living with HIV today within queer representation
Stealing paper clips from your office, combining holidays, convincing your kids they were born on a leap year... there's all kinds of ways to save. But with Jet.com, prices drop when you buy things together, so really, it's much easier than well, most things.
2019 marks the end of a decade. So for Spotify’s annual wrapped campaign we decided to go big – A DECADE WRAPPED. To celebrate every important moment in music and culture, we wrapped ten years worth of data stories into OOH, which ran in 21 markets.
It was an honor to work on this with so many talented people. Here are a few of the OOH ads I contributed to!
60+ million visits · 30 million+ shares
Awards:
Cannes Lions - Design / Digital Design - Bronze
Cannes Lions - Design / UX/UI/Journey Design - Shortlist
Clio Music Awards - Design Data Visualization - Grand Prix
Clio Music Awards - Digital Mobile / Websites - Silver
Clio Music Awards - Digital Mobile / Apps - Gold
Clio Awards - Integrated Campaign - Shortlist
One Show Awards - Brand Voice - Gold
One Show Awards - Websites - Bronze
One Show Awards - Creative Use of Data / Storytelling - Finalist
One Show Awards - Data Visualization - Finalist
One Show Awards - Craft, Data-Driven Personalization - Finalist
One Show Awards - Integrated Branding Campaign - Finalist
One Show Awards - Social Media / User-Generated Content - Finalist
One Show Awards - Social Media / Active Engagement - Finalist
ADC Awards - Interactive / Website - Gold
ADC Awards - Interactive / Campaign Site - Gold
ADC Awards - Integrated Campaign - Silver
Webby Awards - Social Entertainment - Webby Winner
Webby Awards - Websites Music - People’s Voice Winner
Webby Awards - Integrated Campaign - People’s Voice Winner
Webby Awards - Websites Best User Experience - People’s Voice Winner
Webby Awards - Websites Best Data Visualization - People’s Voice Winner
Webby Awards - Viral Marketing - People’s Voice Winner
For Google Maps’s first-ever OOH campaign in the US, we had to do something attention grabbing, so we told New Yorkers that they don’t know New York…yet.
With its first major update in years, adding an “Explore” feature, we needed re-launch Google Maps as an app that you use for discovery of new places around you, rather than simply directions. We then came upon a simple insight: you don’t ever really know any neighborhood, as well as you could. In each neighborhood, we wrote bespoke headlines to specific items in that neighborhood they could know better. Like salad, or art, or dumplings. Even better, we made every billboard uniquely linked to a list within the the Google Maps Explore feature, showcasing the places or things you might not know around the city.
Three days after President Trump was inaugurated, Senior Advisor Kellyanne Conway was quoted in an interview using the term “Alternative Facts” to defend mistruths put foward by the administration.
Ten days after the phrase had been coined, we had written, designed, manufactured and distributed: Alternative Facts the Card Game.
America's best card game ever. Period. A yuge battle between two teams to see who knows the difference between the facts and alternative facts. To start, the player with the biggest reads the first card. Careful of trump cards though, you may be subject to gag orders, deportation or worse; a women's march.
One week after launch we had sold, 1,000 games for the not-so-subtle price of $17.76.
Find the game here: http://www.thealternativefactsgame.com/
Press:
Fastco
The Drum
Creativity
Ad Week
The Dieline
Digiday
Inverse
Awards:
One Show Awards - Self - Promotion - Bronze
Cannes Lions - Product Design - Shortlist
This was Spotify’s first commercial to ever run on Network TV. The spot featured people dancing to music in their own style (which was mostly bad) to highlight that there is a Premium plan for every type of listener. We had all the constraints of the COVID production filter to consider but are pleased to say it (alongside an awesome below the line campaign) finished strong resulting in over 6.83 million subscriptions.
Press:
Adage
Weight Watchers was a 60 year old brand that was not only changing its name to WW, but also shifting its focus from being about weight loss to wellness. We needed an idea to shift perception from Weight Watchers, the brand for midwestern moms—to WW, the brand that works for everyone, no matter how big or small, age, race, gender, etc. The result was a truly global campaign to reflect that: WW is wellness that actually works. For every body.
We launched a huge global campaign complete with a new brand anthem, member testimonials including Oprah and Kate Hudson, OOH, digital, social… you get the drill.
In 2012, 93 million eligible US citizens didn’t vote in the general election. Our goal was to encourage voter participation by taking a process that is overwhelmingly complicated and making it a simple conversation.
GoVoteBot, a nonpartisan chatbot on Facebook Messenger, is an end-to-end and completely personalized solution for getting voters the information they need to vote. Information is detailed, accurate, and—most importantly—bite-sized and easy to understand. Users can register to vote, check their registration, and locate their polling place without ever leaving the bot.
GoVoteBot saw 55 million media impressions and started over 100,000 conversations about voting.
Press:
Complex
Campaign Live
Mashable
U.S. Vote Foundation
Tech Times
Business Insider
Awards:
Shorty Awards - Call to Action - Bronze
Shorty Awards - Social Media Tool - Finalist
One Show Awards - Social Media Tool - Merit
Many brands have mastered what the Yule Log looks like but, what about what it sounds like…
Smart speaker company Sonos has always been committed sound, and for the holidays, that even included the sweet, sweet crackling fire of the Yule Log. This is “The Best Sounding Yule Ever.” A 90-minute video that is bound to make your ears warm and fuzzy. And a behind-the-scenes that hopefully makes you laugh or at least smize or I dunno, not look at your phone for half a second.
PRESS:
Fast Company
The Drum