JOGA © 🕺🏻

Spotify
My Spotify
Soko, 2022
"My Spotify. So playful." campaign depicts a safe and enjoyable space shaped by users' passions. Featuring four animated films and posters that were present in the target audience's journey, the campaign includes a partnership with some of Gen Z's most promising visual artists from different parts of the world, like the Argentinean Juan Lage, the London-based design duo Fa-Fon, plus Vince Ibay and Alexandre Louvenaz.

Each film features a different situation belonging to the target audience's reality - such as college entrance exams, love, and family relationships - and is rocked by Gen Z-familiar rhythms in Brazil, such as carioca funk, trap, and k-pop.







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The films' visuals vary and flirt with experimental and maximalist executions. The starting point for the campaign's design was an extensive survey of visual artists from around the world to have language diversity. We searched from 2D artists to more experimental ones who speak to Gen Z's maximalism and irony. There were four months between the creative process, animation, and finalization.





"The campaign is weird, fantastical and a bit chaotic." 
- It's Nice That





credits:

executive creative director
Rafael Caldeira

creative directors
Luiz Mastropietro, Fabiana Falcão

art director
Gabriel Grossi

copywriters
João Barabás, Raphael Fiuza

illustrators
Alexandre Louvenaz, Fromm, Juan Lage, FaFon

sound design
Paloma Audio