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
VP Creative Director
Contribution
— Helped develop the campaign platform alongside another Creative Director team and my creative partner, Rowan Mansfield, translating Spotify's audience insights into creator-led concepts that felt authentic to each artist and podcaster.
— Co-wrote the campaign scripts with Rowan Mansfield, while developing campaign extensions that expanded the idea across artists, podcasts, and new cultural moments.
— Led the art direction across the campaign, creating the visual identity, designing artist- and podcast-specific creative, and developing strategic presentation decks.
— Used generative AI to rapidly explore creative directions and campaign visuals, accelerating concept development while refining every final asset through traditional art direction and production.
— Served as the lead art director on set, working closely with the director, stylist, production designer, and crew to shape every detail of the final imagery.
— Oversaw post-production, collaborating with editors, photographers, and retouchers to refine the final films and photography through to delivery.
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.
