I specialize in branding and storytelling through 2D & 3D design, motion, weird and wild visual ideas, an artistic approach to every design problem that needs solving, and making sure my teams are vibing with every project we're working on. xo
Spotify Summer Campaign 2023
Last summer, BUCK collaborated with Spotify’s in-house creative team to launch their 2023 Summer OOH and social campaign, featuring high-impact placements in cultural hotspots such as New York, Los Angeles, Miami, Houston, and Atlanta. The campaign showcased bespoke playlists through uniquely wild and weird posters designed and animated by over 20 different artists. Creative direction by yours truly, with the most amazing partner in crime Art director Sylvia Witter.
Role: Creative Director, From pitch to delivery.
Credits :
Client : Spotify
Studio: BUCK
Creative Director: Liron Eldar-Ashkenazi
Group Creative Director: Thomas Schmid
Executive Producer: Kim Stephens
Senior Producer: Monica Lynn
Production Coordinator: Jennifer Blackwell
Art Directors: Sylvia Witter
Design Lead: Danilo Rodrigues
2D Animation Lead: Lisa Kim
Sr. Brand Strategist: Asia Hunt
Design: Zack Williams, Joe Melhuish, Victoria Kociman, Alex Kiesling,
Julia Chu, Kenni Huang, Nikko Gary, Vero Gomez, Doug Lee, Joel Plosz.
Dan Muangprasert, Shirley Chong, Shannon Rollins, Victoria Rosselli
3D Animation: Victoria Kociman, Zack Williams, Joe Melhuish
2D Animation: Kyle Snider, Johan Eriksson, Vero Gomez, Jon Riedell
NOW BLOOMING
In 2023, we had the privilege of working with Spotify’s creative in house team on their Summer OOH and social media campaign. The framework of fresh, scrappy, and super cool arrived neatly in a deck early on, and we jumped on the opportunity to bring the BUCK talent pool to invision, ideate, design and lightly animate a huge number of art works in multiple ratios, in a pretty short amount of time.
As a culture-first brand, staying relevant and engaged in the NOW is crucial, and we knew that we needed to bring something diverse, and new, in order to make these piece stand out on the streets and on our feeds. This project brought us to major cultural cities including New York, Los Angeles, Miami, Houston, and Atlanta. BUCK’s diverse team helped develop, design, and animate 24 visuals that integrated seamlessly into the campaign’s design framework, creating a cohesive yet dynamic collection. No artwork should look like the next, and unlike anything we’ve been seeing lately.
Our inspiration was our artists themselves, and culture trends: fashion, music, and pop culture, led by our strategist, the designers, and directors.
Project Highlights included a large mural in Miami’s Wynwood district, renowned for its cultural vibrancy, and a massive three-panel poster in Los Angeles that celebrated the city’s extreme weather, inspired by the music locals play from rainy days to scorching heat, capped by spectacular super blooms.
More specifically, a part of the campaign was three epic-scale 55’ x 244’ site-specific digital artworks:
SUPER DROUGHTY
SUPER RAINY
SUPER BLOOMY
The triptych spoke to the weird and wonderful Los Angeles climate in a way that only an Angelino would get. Visible from the freeway, they dominated the DTLA skyline.
The campaign also had site-specific designs in high-profile locations such as NYC’s Time Square and Penn Plaza, and Miami. More art appeared every-which-way as wheat-pasted posters, digital bus stops, and on animated screens across the globe.
In miami, We collaborated with Spotify’s in-house creative team to co-create a 15’ x 84’ mural celebrating one of the cultural capitals of the country — Wynwood in Miami. Bold, joyful, and full of color, we helped create thoughtful visuals that aligned with the overall aesthetic of the campaign while remaining true to the essence of this vibrant city.
Huge thanks to the Spotify In-house team for their amazing support and collaboration and letting us, or dare I say, encourage us, to go wild on this one.
