SPOTIFY

Social Content

Spotify noticed a decline in users from specific playlists, revealing a tendency for people to stick to familiar music. They tasked us with devising creative solutions to encourage users to explore new music again.

To address this, we introduced several initiatives. "Playlist Map" deconstructs popular songs, tracing them back to their samples and beyond. "Playlist Math" guides users through a quiz journey suggesting similar music based on their preferences. Additionally, we launched "Behind the Music" to provide insights into the making of specific songs, aiming to further engage users in discovering new music experiences. AD, Concept, Execution.

Client

Spotify

Role

AD/Designer

Agency

Hi5

Format

Social

MADELEINE GOULD | AD

Maddy is an Art Director with expertise in concept development and design execution. She builds bold, thoughtful campaigns, and occasionally entire dream homes in The Sims.

When she isn’t pushing pixels she can be found snowboarding and raising her beloved puppy, Zero. ♡

AWARDS

🥉4x Bronze Cannes Lions
🥈2xThe ONE Show- Silver Pencil
🥈Silver CLIO- Creative Effectiveness Winner 2025
🥇CLIO Cannabis 2022 Gold
🥈AdAge’s Small Agency of the Year 2018 Silver

The hires leading up to it
🥉CLIO Cannabis 2022 Bronze

AGENCIES

Mother
Hook
VCCP
Laundry Service
Vayner Media
The Many
Duncan Channon

JWT
Juxtapose Studio

INFO

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SELECTED WORKS

CANN
Live Nation
Airbnb Icons Campaign
Adidas
Amazon Music
Amazon Thursday Night Football

Banana Republic
Live Events/Tours
Spotify
University of Oregon Athletics
YouTube TV
Dead Darlings