SPOTIFY WRAPPED 2020
“In 2020, the Spotify Wrapped campaign was as big as ever. Hornet Director Vucko stepped in to define the entire motion system, inviting users to rediscover their personal soundtrack of the year. The idea was to play with the optics of a kaleidoscope. In Vucko’s words, “2020 was a year where few things made sense and everything felt flipped upside down. This campaign was designed to feel kaleidoscopic - a stark contrast to past years which looked back with clarity.” - Hornet
Images:
Guided photo placement within After Effects was key to maintaining consistency across a multitude of artists, while mindful keyframing avoided any unwanted distortion within the images themselves.
The keyframing and design was unique across four different scenarios: Hero Artist, Simple Artist, Duos, and Groups.
Shapes:
Three different shape elements are the foundation for the imagery: Square, Circle and Diamond.
The elements are interchangeable within the toolkit and use-case is dependent on how each complements the photography.
Type & Color:
Each row of the headline is animated up in succession which maximizes legibility while color hits on type enforced hierarchy within the layout.
Numerous color schemes were established to complement artist imagery, alongside a pair of animated gradients.
Deliverables:
With over 400 deliverables from our toolkit, there was a wide range of use-cases.
Across traditional social channels, from screens in Glasgow, to billboards in Times Square and the LA Marriot.
2020’s Wrapped was going to be displayed everywhere. This required the team and I to create a variety of compositions which would allow it to fit on any phone, screen, or billboard.