Spotify Wrapped 2024: Global Top Artist
Social creative direction for the Global Top Artist announcement celebrating Taylor Swift, plus a Snapchat Lens that let fans play with themed friendship bracelets. The social campaign earned more than 23 million impressions.
Brand: Spotify
Team: Brand & Creative
Role: Social Creative Director
Global Top Artist Social Campaign
As Social Creative Director for Spotify Wrapped's 2024 Global Top Artist announcement, I spearheaded the social campaign and creative vision for the social hero video that celebrated Taylor Swift's achievement as the most-streamed artist globally (for the second time in a row), with over 26.1 billion total streams. Collaborating with cross-functional teams and production partners, I ensured all content aligned with our social and creative strategies. Navigating multiple rounds of stakeholder reviews, I guided the creative team to adapt and succeed, delivering a campaign that resonated deeply with Taylor Swift's dedicated fanbase.
Production Partner: Hornet
Social Campaign Results:
Organic Social Posts: 6
Impressions: 23M+
Engagements: 700K+
Top Artist Snapchat Lens
I also conceptualized and executed the design of the 3D Snapchat Lens, enabling fans to engage with themed friendship bracelets in augmented reality. I drove the concept development, UX wireframing, and worked hand in hand between production partners to ensure that this activation was an on brand extension of the campaign creative and art direction.
Snapchat Lens Results:
Impressions: 42M+
Reach: 12M+
Total Shares: 200K+