Overview
Led global creative direction and technical implementation via Hornet for three consecutive Spotify Wrapped campaigns (2021, 2022, 2023), coordinating distributed teams across USA, Europe, Korea, and Latin America to scale director Vucko's motion design systems. Each year elevated in technical sophistication while maintaining consistent global distribution including major DOOH installations across Times Square, Piccadilly Circus, and dozens of locations in US and UK markets.
The Challenge
Each Wrapped campaign reaches hundreds of millions of users globally, requiring massive creative output under compressed timelines. Working with Vucko's custom-programmed motion design systems, the challenge was maintaining absolute creative consistency while coordinating geographically distributed teams spanning multiple time zones and languages. The technical sophistication required teams with both creative fluency and technical understanding, while the scale demanded efficient workflows across hundreds of deliverables.
The Approach
Coordinated global teams across USA, Europe, Korea, and Latin America for three consecutive years, building on accumulated knowledge and refined processes. 2021 introduced Vucko's custom-programmed multi-element After Effects templates, establishing the distributed production model. 2022 evolved the system with improved workflows and refined technical processes. 2023 represented the most sophisticated iteration, implementing advanced parametric controls and specialized outputs including Times Square large-scale OOH installations. Developed documentation and quality control protocols ensuring modifications maintained system integrity across all implementations.
The Result
Successfully delivered three consecutive global campaigns maintaining creative consistency across all markets and formats. Scaled systems from standard social outputs to massive out-of-home installations without compromising creative or technical integrity. The sustained partnership concluded in 2024 when I transitioned to full-time creative leadership at SuperJoy.
Strategic Context
This three-year partnership demonstrates that distributed creative production at global scale requires sustained relationship building, accumulated knowledge, and evolving systems. Multi-year client retention at this scale proves both execution excellence and strategic partnership value. The progression from introduction through refinement to sophisticated execution shows how technical complexity can be managed when proper frameworks and team continuity are maintained.
Credits
Client: Spotify
Production Partnership: Hornet + Vucko
Director: Vucko
Motion Creative Director & Global Team Lead: Felipe Posada (2021, 2022, 2023)
Co-Creative Director (2022, 2023): Itay Tevel
Executive Producer: Kathy Kwan
Producers: Riley Spencer, Nico Benanti, Justine Webster
Motion Design Teams (Multi-Year): Europe, Korea (Alie Wu, Daegun Jeejung), Latin America (Fede Cook, Erico Santana, Amalia Agell, Juan M Ayerbe, Pato Passarelli), USA (Alma Kim, Cynthia Larenas, Larisa Martin, Minesok Kim, Joash Berkeley, Vanessa Appleby)
Production Partnership: Hornet + Vucko
Director: Vucko
Motion Creative Director & Global Team Lead: Felipe Posada (2021, 2022, 2023)
Co-Creative Director (2022, 2023): Itay Tevel
Executive Producer: Kathy Kwan
Producers: Riley Spencer, Nico Benanti, Justine Webster
Motion Design Teams (Multi-Year): Europe, Korea (Alie Wu, Daegun Jeejung), Latin America (Fede Cook, Erico Santana, Amalia Agell, Juan M Ayerbe, Pato Passarelli), USA (Alma Kim, Cynthia Larenas, Larisa Martin, Minesok Kim, Joash Berkeley, Vanessa Appleby)
2023
2022
2021