Challenge
Spotify Wrapped is one of the world’s most anticipated brand moments, with the challenge of staying fresh, culturally relevant, and instantly recognisable — while speaking to millions of users globally.
Idea
Build a year-end storytelling system that celebrated personal listening habits while reinforcing Spotify’s role as a daily cultural companion. The work balanced data-driven insights with playful, human language — turning individual user behaviour into something joyful, sharable and emotionally resonant.
Role
I was creative lead for Wrapped ‘23 shaping the tone, narrative structure and key lines across the campaign. Working closely with designers and global teams, the work earned Australia at #3 in the world for engagement.
