For the past year, myself and the Trollbäck team have been putting the new Spotify rebrand into motion. Building on the new branding language, we shot and composited characters into dozens of contextual scenarios.
Each animation was then translated into global markets for use within the Spotify App and social platforms. The music for our Spotify campaigns is crucial. We wanted genre-agnostic tracks that felt contemporary and ubiquitous as the campaigns moved to markets across the Americas and Europe. Partnering with our friends YouTooCanWoo, original tracks were created for complete continuity.
Communication ranged from a premium subscriber and summer campaign, to The Beatles streaming launch and original content identity. Along the way, a bunch of lovely orphaned experiments too.
Behind the scenes below, showing the process of how we filmed and created each animated scenario.
CREATIVE DIRECTORS: BRIAN BOWMAN, ROSIE GARSCHINA
PRODUCERS: ERICA SCHRAGER, SUZIE CIMATO, BETSY JONES
DESIGNERS: ROSIE GARSCHINA, CHACE HARTMAN
ANIMATION: BEN NICHOLS, OLGA POVARCHUK, KODA KO, PARIS GLICKMAN, JOHN LEE