Spotify × Swapify

The Challenge

Create a social listening experience that deepens connection between listeners and artists while increasing cross-channel engagement—without performative noise.

• Lower the barrier to meaningful discovery
• Personal, not performative sharing
• Design for spontaneity and connection

Creative Strategy

Harness playlists—the most honest form of self-expression—as a consent-based exchange. By enabling anonymous swaps, we turn listening into connection, sparking empathy and conversation between strangers. The experience is crafted to balance vulnerability, spontaneity, and discovery across every touchpoint.rking empathy and conversation.

Execution

• UX Design: Developed a sleek app extension for international playlist trading, fostering new connections through unexpected pairings.
• Interactive Transit Ads: Created "Hey Spotify" activations that allowed passersby to interact with real swaps in action.
• Print & Social: Designed versatile media content to spread awareness and increase engagement for the launch of the Swapify extension and campaign.
• Brand Video: Developed a dual video campaign: a product-demo rollout and a narrative short celebrating cross-cultural bonds through music.