Wrapped 2024

Wrapped's identity changes each year because the culture around music changes each year. For 2024, the campaign needed to feel like a living reflection of the cultural moment, capturing the behaviors shaping how people experienced music that year. The challenge was translating that cultural landscape into a motion identity that could remain cohesive across the marketing and in-product experiences.

Working in collaboration with Spotify's In-House Creative Team, we developed the motion identity, system, and toolkit for Wrapped 2024. Designed as a living reflection of culture, our strategy translated the year's evolving social and musical landscape into a shared motion language, giving teams a clear foundation for expressing the campaign across marketing and product experiences.