Various boxes outlined in green with album covers and song lyrics in each.

Spotify re:

Integrated spec campaign for Spotify’s new lyric response finder, for people to sing what’s on their mind.

Type

Integrated campaign

Role

Art direction + design + motion

Challenge + Goals

To create a new concept and ad strategy for an integrated brand campaign. Design for a target audience with multi-channel marketing, learn about concept development, explore storyboarding and motion design for commercials. Also discovered a new genre of music when picking songs for the project (screamo music is exactly what it suggests).

Campaign

Insight — People look for fun/new ways to express themselves.

Idea — Let’s help people find perfect phrases for various situations by creating a customizable lyric response finder for Spotify.

Tagline — Sing what’s on your mind.

Deliverables

A 30 second commercial, social media content, and project playbook.

30 second commercial.

Re: keyboard in use — toggle the keyboard on (lower left) and type to get lyric suggestions.

Concept moodboard, playful and bold.

Instagram posts — what lyric would a TV show/movie character send? and sharing top lyrics sent by other people using the Re: keyboard.

Spotify Re: Instagram post with three song lyrics on a gradient background.

Instagram stories — Spotify Re: song filter, and mini tap and hold game for user-generated song lyric responses.

Spotify Re: Instagram story with a text message and song lyric response on a gradient background.

Bus stop board promoting the Re: keyboard. Could have a speaker to play the song mentioned in the ad.