Spotify Performance

Art Director – Motion & Brand | DEPT × Spotify
 

Role & Context

As Art Director (Motion & Brand), I led motion-driven creative development for Spotify social campaigns supporting both Free (ad-supported) and Premium subscription audiences at a global scale. The work focused on building automated, modular motion systems that allowed Spotify to reach diverse markets efficiently while reinforcing the platform’s value across the user lifecycle.
 

Overview

Global, social-first creative supporting Spotify’s freemium ecosystem, designed to drive engagement for Free users while reinforcing Premium subscription value at scale.
 

The Challenge

Spotify needed always-on social content that could:

• Engage Free users at high frequency

• Reinforce Premium as an aspirational lifestyle upgrade

• Scale globally without increasing production complexity
   

Design Strategy

• Automation-ready motion systems enabling fast localization across markets

• Funnel-aware storytelling tailored to Free vs. Premium user intent

• Social-native formats optimized for TikTok, Instagram, and X
   

Impact

• Enabled high-volume, always-on content without linear production growth

• Supported ad-supported engagement for Free users

• Reinforced Premium brand value and subscriber retention globally
   

Why This Matters

This project shows how art direction can function as creative infrastructure, using automation and systems thinking to support global scale, engagement, and revenue logic.