Spotify / Wrapepd for Advertisers 2020 ↓
Designed to turn listening data into behavioral insights.
Creative Direction, Data Storytelling, Music Supervision @ Spotify + Huge
Wrapped had already become a cultural moment for Spotify listeners. In 2020, the company wanted to extend that energy to its advertisers by transforming first-party data into a branded editorial experience that could inspire marketers and showcase the depth of the platform’s audience understanding.
As Global Creative Lead for Spotify Advertising, I partnered with Huge and internal teams across Product, Marketing, Brand, and Data to turn that vision into reality. We designed an interactive digital report built to scale across 12 regions, tell local stories through global insights, and give advertisers a reason to lean in.
We segmented the experience by audience (Gen Z, Millennials, Tastemakers) and by market, revealing what people were listening to and what it said about the moment we were all living through. Motion and interaction helped turn complex data into an intuitive, visual experience. We worked closely with the consumer-facing Wrapped team to align tone and energy, while making sure our version felt purpose-built for the B2B space.
Wrapped for Advertisers became one of Spotify’s most successful B2B launches to date. It drove over 740,000 unique visitors and earned 107 million media impressions. More importantly, it gave marketers a reason to come back — not just for insights, but for the inspiration behind them.
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