Wrapped 2025

Spotify Wrapped is one of the brand's most visible global initiatives, reaching millions of users each year across product experiences, digital marketing, and localized campaigns. With so many teams responsible for bringing the campaign to life, motion needed to become a clearly defined system that could be adopted, implemented, and scaled around the world

Working in collaboration with Spotify's In-House Creative Team, we developed the motion identity, system, and toolkit for Wrapped 2025. Built from the earliest stages of the campaign, the work established how motion should behave across product and marketing, enabling teams around the world to bring Wrapped to life through a shared motion language.