Client
Spotify is a leading music streaming platform that connects people to millions of songs and podcasts. Its primary audience consists of music lovers and casual listeners who appreciate easy access to a wide range of genres and artists. Spotify’s services are available globally, allowing users to personalize their listening experiences across devices.
Task
The task was to create a large-format billboard for Spotify, as well as a resized version suitable for bus stop ads. The aim was to highlight how Spotify’s music can transform everyday moments into memorable experiences, essentially turning ordinary situations into scenes from a movie through the power of music. Despite the original scope, I decided to extend the concept further, covering multiple formats, including ads for the subway and along highways.
Solution
To capture Spotify’s unique role in enhancing life’s moments with music, I developed a campaign with bold visuals and compelling messaging. Here, each banner reflects an everyday scene, yet the atmosphere is elevated by suggesting a "soundtrack" that matches each moment. This solution makes Spotify not just a music app, but a “director” for daily life, setting the perfect tone for any scenario.
Concept
The concept, "Music: The Soundtrack to Life," was inspired by the way music shapes our experiences, enhancing feelings and adding depth to any moment. Key messages:
1. Every scene in life deserves its own soundtrack.
2. Spotify provides personalized music for every experience.
3. Music can transform the mundane into something cinematic.
Process
During the concept development phase, I explored various ideas through sketches and drafts. Early iterations included simple, scenic visuals, but I realized the need for a stronger connection between Spotify and its users' daily routines. This led to a more cohesive design that reflects not only the scenes but also the mood-enhancing power of music. Some concepts, like subtle background elements, were excluded to avoid over-complicating the visuals, ensuring clarity and impact.
Final concept
In the final concept, each ad targets specific environments and audiences
Billboard 1 - Highway
This ad emphasizes how Spotify turns each journey into a special experience, encouraging drivers to "find their soundtrack" on Spotify, making every trip memorable.
Billboard 2 – Subway
Here, the focus is on how music can energize commuters, setting the tone for the day. The subway imagery resonates with daily public transport users, making the ad relatable and close to their routine.
Bus Stop Banners
While the structure and message remained consistent, the visuals were adapted for smaller formats. These images reinforce the idea of everyday moments, with photography specifically chosen to capture the intimacy and feel of close, accessible spaces.
Each piece in this campaign establishes a unique connection between Spotify and everyday life, visually suggesting that Spotify helps users create their own soundscapes. The design is scalable, meaning similar visuals could work well across other formats, like digital ads or social media,
to reinforce the campaign's message.
