Wrapped 2023

By 2023, Spotify Wrapped had evolved beyond a campaign into an anticipated annual cultural moment. With millions of users returning each year expecting something new, the creative direction needed to continuously reinvent itself while preserving the excitement, surprise, and recognition that define the Wrapped experience.

Working in collaboration with Spotify's In-House Creative Team, we developed the motion identity and system for Wrapped 2023. Built to support a playful and expressive visual direction, the system created room for a broad range of motion treatments while maintaining a cohesive experience across the campaign ecosystem.