YOU’RE AMONG FANS

Turning audience data into creator storytelling.

Most media platforms sell scale. Spotify wanted to sell something far more valuable: fandom.

Our challenge was to convince advertisers that passionate audiences create more meaningful attention than passive reach. Rather than presenting research through a traditional audience briefing, we handed the presentation to the people who know fans best: the creators themselves.

Artists including Lizzo and Jay Shetty transformed audience data into entertainment, reimagining the industry briefing as an experience that felt unmistakably theirs. Every deck was designed around each creator's visual language, personality, and relationship with their audience, turning research into something people actually wanted to engage with.

Client
Spotify

Agency
BBDO New York

Role
Creative Director

AUDIENCE BRIEFING

A creator-led briefing that transforms Spotify’s audience data into Lizzo’s world.
The deck combines real audience insights with custom typography, exaggerated charts, playful data visualizations, and Lizzo’s distinct voice.
Every page was designed to make the research feel less like a corporate presentation and more like entertainment.

AUDIENCE BRIEFING

The campaign is currently entering its second phase, expanding into France, Germany, and additional European markets.
New creators and localized audience briefings will adapt the same core idea for different cultures, audiences, and regions.
What began as a campaign has become a scalable storytelling system for Spotify Ads.