Spotify Audiobooks needs to make a splash. The challenge is to get Gen Z to adopt Audiobooks like they have podcasts. Gen Z is looking for content that provides them with a sense of escapism, allowing them to get away from all that is going on in the world. We’ll position Spotify audiobooks as a way to discover new worlds by leveraging the idea of portals. These portals will transport individuals to an aural multiverse of stories and ideas.
ROLE: Art Direction
Sarah Liken, Copywriter
Chang Gao, Designer
Rebekah Grace, Designer
Your Portal to an Alternate Verse
Your Portal to an Alternate Verse
We’re creating a portal that is not only the new audiobook logo but is a functional button that unlocks our community feed - transporting readers from a solo listening experience to one filled with a community of listeners.
Spotify will introduce portals to the world with a complete takeover of Times Square using digital billboards – all leading eyes towards a glowing portal in the center.
Partnering with Snapchat, we're creating interactive physical and augmented reality portals.
These portals are for users to share the stories that opened up their worlds and changed their lives.
“If you are free, you need to free somebody else. If you have some power, then your job is to empower somebody else.” - Toni Morrison
Reach through the portal and claim an audiobook for free. Choose the title of an audiobook to add in for yourself - something that set you free. Someone is waiting on the other side to receive it.
Our portals are taking over urban centers across the world. From the Tube to a collab with Citi Bike Share in NYC, to ferris wheels — anything round will have people thinking twice —
is that a Spotify portal?
What is that glow?
What is that glow?
Let’s be real. Our portals won’t be welcome everywhere. That’s why we’re making Spotify portals accessible to every kid that needs an escape hatch. In Texas, Pennsylvania and Florida, the three states with the most banned books, we’ll go incognito on Snapchat, hiding in circular landmarks, like the Welcome to Orlando sign or the Dallas Reunion Tower .
Midjourney helped bring this campaign to life: from pressure testing conceptual visuals to storyboarding for the deck, it was an invaluable and inspiring tool. Researching prompts and following A.I. educators on Twitter has become one of my favorite corners of the internet lately. Take a peek at my Midjourney Moodboard:
