Spotify

Animation

Commercial

2024

  • Executive Producer Gabe Bornstein
  • Executive Creative Director Jay Brown
  • Senior Creative Post Producer Jen Vance
  • Lead Animator + Post Supervisor Jared Flynn
  • Art Director Irene Feleo
  • Motion Designer Mari Ray
  • Motion Designer Amy Wallace
  • Animator Whitney Theis
  • Sound Design & Mix Little Bear Audio

With the rollout of Spotify’s latest feature drop for artists, Countdown Pages, they wanted to create a mysterious, film-noir tinged campaign to help build the hype.

Countdown Pages are like the Times Square Ball Drop for music fans, giving them the ability to pre-save and track their favorite musicians’ upcoming releases and watch the clock tick down in real time—we ran with that theme and weaved it into the visual language of the campaign.

 

 

The ask from the Spotify team was twofold: create an attention-grabbing hero video to tease Countdown Pages and get artists excited, and produce five case study videos showcasing real artists using the tool to build hype around their releases, inspiring other artists to join the fun. Playing within the moody and textured designs inspired by the inner mechanical workings of clocks, we incorporated elements of Spotify’s recent branding evolution like their variable and script typefaces. This visual language was carried through to the Countdown Pages landing page, giving the campaign its own unique aesthetic.

 

As the hero video, case study videos, and landing page took shape, Spotify’s team extended the designs into the real world, hitting up select artists across the musical world with surprise, branded ‘mystery boxes’ with a keypad lock scheduled to open on the release date of Countdown Pages (see what they did there, so meta!). These boxes were packed with Spotify swag and goodies, building hype within the hype surrounding the launch of Countdown Pages.