Spotify Summer Campaign 2023

A high-impact campaign system for Spotify designed to dominate streets, screens, and culture.

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

A centerpiece of the campaign was a set of three epic-scale, site-specific digital artworks in Los Angeles, each measuring 55 by 244 feet. Titled Super Droughty, Super Rainy, and Super Bloomy, the triptych captured the weird and wonderful extremes of LA’s climate through a distinctly local lens. Visible from the freeway, the pieces dominated the DTLA skyline and celebrated how music soundtracks life from rainy days to heat waves and rare super blooms.

In 2023, we partnered with Spotify’s in-house creative team on their Summer OOH and social campaign. The brief was clear early on. Fresh, scrappy, and super cool. We moved fast, bringing BUCK’s talent pool together to envision, ideate, design, and lightly animate a large volume of artworks across multiple ratios in a tight timeframe. The goal was speed without compromise and energy without repetition, delivering work that felt alive on the street and native to feeds.

As a culture-first brand, relevance in the now is non-negotiable. We knew the work needed to feel diverse, current, and unmistakably new to stand out in physical and digital spaces. Drawing from fashion, music, and pop culture, the team created 24 visuals that fit seamlessly within Spotify’s framework while remaining distinct from one another. No piece looked like the next. The campaign rolled out across major cultural cities including New York, Los Angeles, Miami, Houston, and Atlanta.

Our primary inspiration was our artists themselves. Strategists, designers, and directors led with instinct and cultural awareness, translating trends into bold visual statements. The work leaned into contrast, humor, and local nuance while staying cohesive as a collection. Every artwork was designed to feel singular yet connected, pushing against sameness and avoiding visual tropes that had become overly familiar in OOH and social spaces.

The campaign extended across high-profile locations including Times Square, Penn Plaza, Miami, and beyond. Art appeared everywhere, from wheat-pasted posters and digital bus stops to animated screens around the world. In Miami, we co-created a 15 by 84 foot mural in Wynwood, bold, joyful, and saturated with color. The work honored the neighborhood’s cultural vibrancy while staying true to the campaign’s visual language. Huge thanks to Spotify’s in-house team for the trust and creative freedom to push it.