This campaign was a collaboration between Spotify and Genius. The challenge of this campaign was to remain both visually and conceptually consistent across multiple forms of media.
The concept behind the visual aesthetics of this campaign was to capture the fleeting emotions felt by listeners when listening to music. The goal was to visually capture these brief moments in time when listening to music. To achieve this goal, a glitchy effect was applied to all of the artists’ portraits to represent these glimpses of emotional experiences.
This campaign was a multimedia campaign spread across multiple platforms including billboards, bus stop ads, and social media posts.
The glitchy effect was accomplished in Adobe Photoshop using a combination of layer masks and RGB channels.
To bring some physical movement into the campaign and really emphasize the glitchy theme, a gif was used for social media platforms.
