Overview
Led creative direction and animation production for Spotify's 2018 Wrapped campaign via Hornet Content Studio, translating Spotify's designs into motion across multi-channel distribution including social platforms and large-scale digital out-of-home installations. Directed team of animators executing content for US and UK markets across Times Square NYC, Piccadilly Square London, and BART San Francisco, among other locations.
The Challenge
2018 marked a significant year for Spotify, requiring end-of-year campaign content at unprecedented scale across diverse platforms: Facebook, Instagram, Twitter, Snapchat, YouTube, Tinder, and major digital OOH locations in two countries. The challenge was translating Spotify's designs into motion while maintaining creative consistency across wildly different formats and aspect ratios, from vertical mobile social to massive horizontal Times Square displays. Each platform required technical optimization while preserving the creative vision.
The Approach
Worked directly with Spotify to translate their design system into motion, establishing animation principles and timing that would work across all formats. Led team of animators through production, ensuring technical execution met both creative standards and platform-specific requirements. Coordinated deliverables across social channels and OOH installations, adapting core animation systems to each context while maintaining brand consistency.
The Result
Delivered comprehensive multi-channel campaign spanning social platforms and major international OOH locations. Successfully translated static designs into cohesive motion language that worked across diverse formats and markets. This early Wrapped collaboration established foundation for continued partnership, leading to subsequent multi-year engagement for 2021-2023 campaigns.
Strategic Context
This project represented early-stage collaboration between Hornet and Spotify's Wrapped franchise, demonstrating capability to execute high-volume, multi-format motion design at scale. The direct client relationship and successful execution positioned the work as foundation for the more complex distributed production model developed in subsequent years.
Credits
Client: Spotify
Agency: Hornet Content Studio
Creative Director: Felipe Posada
Sr. Producer (Spotify): Jenna Alchin
Sr. Producer (Hornet): Cathy Kwan
Animation: Felipe Posada, Brian Sensebe, Cynthia Larenas, ChiÂ
Agency: Hornet Content Studio
Creative Director: Felipe Posada
Sr. Producer (Spotify): Jenna Alchin
Sr. Producer (Hornet): Cathy Kwan
Animation: Felipe Posada, Brian Sensebe, Cynthia Larenas, ChiÂ
