SPOTIFY WRAPPED
To reimagine what Spotify Wrapped could become in 2024, we created a concept-driven pitch deck inspired by the global energy and visual identity of the Olympics. Anchored by the five interlocking ring colors, the system evolved into a bold palette of bright hues and dynamic gradients, paired with graphic patterns that evoke motion, rhythm, and momentum. The direction captured the parallel between athletic performance and music consumption—both driven by intensity, repetition, and personal milestones—resulting in a vibrant, kinetic visual language that feels celebratory, unifying, and distinctly Gen Z.
Marketing, partnerships, and collaborations were central to the success of this concept, rooted in the understanding that Gen Z responds most strongly to cultural relevance, authenticity, and shareable moments. To build that connection, we leaned heavily into artist-driven imagery, elevating the personalities behind the music as visual anchors, while also tapping into high-impact collaborations with organizations like the NBA and brands like adidas.
These partnerships extended the reach of the campaign beyond streaming into sports, fashion, and lifestyle spaces, creating a cross-cultural presence that felt both organic and aspirational. By merging music with these influential platforms, the concept positioned Wrapped not just as a retrospective but as a culturally embedded experience that Gen Z could see themselves in and actively engage with.
And finally, the merch drop became the cornerstone of the entire concept—transforming the experience into something tangible and culturally resonant. Drawing from retro design cues inspired by the evolution of Olympic warm-up wear, we created pieces that felt both nostalgic and fresh, blending classic athletic silhouettes with bold, modern graphics. This approach tapped into a sense of legacy and global unity, allowing fans to feel personally connected to a large-scale, once-in-a-generation event. More than just merchandise, it extended the identity of the campaign into everyday life, giving Gen Z a way to wear, share, and embody the energy of the experience.
