Spotify Wrapped

Spotify Wrapped is an annual experience that transforms user listening data into a global and highly shareable cultural moment. This year, I worked to create the global campaign, and helped root it in the concept ‘You Made 2024.’ This platform helped reframe Spotify Wrapped as a collective act of creation between artists and fans alike, while also anchoring the creative work in the belief that Wrapped doesn’t just happen, it’s made.

Role: Associate Creative Director

Campaign Launch

To tease the Wrapped campaign we created a variety of expressive logos that visually reflect the top artists and fandoms of the year. We took inspiration from artists like Chappell Roan, Shaboozey, Charli XCX and many others to create visual easter eggs and get users excited for their Wrapped.

 Consumer Campaign

After the Wrapped experience launched, we created a fan-centric global campaign that shared unique stats about the world’s 2025 listening data.

Fan Destinations

To help further bring the campaign to life, we created bespoke pop-up destinations where fans could gather, take pictures, and meet one another outside of their in-app Wrapped experience.