Spotify

I tapped into the unique role Spotify plays in youth culture as a platform for self-expression and connection. Recognising that playlists have become a “love language” for young music lovers, I aimed to celebrate these personal connections through a highly visible, INTERACTIVE campaign.

The Playlist Dedications concept transformed a prominent digital billboard in Sydney’s Kings Cross into a dynamic showcase, featuring Spotify playlist titles dedicated by users to friends, family, and even themselves. This billboard celebrated real, user-generated playlist titles and invited audiences to scan a QR code, allowing them to upload and share moments that only Spotify could create. Each dedication appeared on the billboard for 45 seconds, 24 hours a day, with hundreds featured daily. To amplify the experience, a timelapse camera on a nearby building captured every dedication, enabling users to receive proof of their live display via email.

My responsibilities included developing the creative concept, designing the visual elements for the billboard and Splashthat upload screen, and overseeing the integration of user content into a striking, interactive billboard experience that positioned Spotify as a platform for connection.

All design and photos by me.

Timelapse photos were sent to each user as proof of their dedication appearing on the billboard.