Role: Strategy, Insight Development, Campaign Concept
Project: Spotify Wrapped – (Student Work – D&AD Shift in collaboration with the Spotify team)
Deliverables: Cultural Insight, Brand Positioning, Campaign Strategy
Deep Cuts
“Deep Cuts” reimagines Spotify Wrapped through a cultural lens — turning NYC’s hidden-gem businesses into intimate venues for rising artists. The campaign spotlights the local spots that fuel the city’s creative energy, connecting fans, artists, and communities through surprise music moments rooted in place.
Overview
I led insight development and campaign concepting for this Spotify mock brief, positioning the idea around one core truth: NYC’s culture doesn’t live in big arenas — it lives in the back of bodegas, bookstores, and late-night coffee shops.
The campaign uses location and preference data to turn music discovery into a hyper-local, cultural experience — bridging Spotify’s personalization with real-life connection.
THE APPROACH
“Deep Cuts” extends Spotify Wrapped beyond a personal recap into a cultural celebration — highlighting the local artists and spaces that keep NYC alive. It’s a campaign built on connection, discovery, and community — and a strategy rooted in insight, not just data.
Why It Matters
Campaign Componets
Interactive Map
Spotify’s app features a real-time map showcasing nearby pop-up concerts at hidden gems like coffee shops and record stores, paired with curated playlists to match each venue’s vibe.
Personalized Recommendations
The map suggests concerts based on your music preferences, with a “What’s Playing Nearby” feature previewing tracks from featured artists.
QR-Coded Flyers
Wheat-paste series with QR codes link to Spotify playlists, artist profiles, and concert details, blending street art charm with digital convenience.
Community Content
Behind-the-scenes clips, live performances, and fan moments are shared on Spotify’s app and social channels to celebrate local culture.
