DNA x Spotify

art direction - internship project
all work in collaboration with copywriter intern Tristan Dodson!

what the audience knows:

Spotify is a pop culture staple. It’s the go-to destination for a variety of audio content. As well as a communal space to enjoy with friends.

what they don’t know:

Spotify offers a vast library of audiobooks. You pay for what you want, no subscriptions. The library, lives in the palm of your hand.

the problem:

Gen Z isn’t reading much these days. They prefer screens over everything. They have to plan and schedule for reading.

the ask:

Develop a concept that exposes current and new listeners to Spotify audiobooks.

Everyone knows that Spotify has your favorite podcasters and musicians.
Now, let’s add authors to the list.

How?

the plan:

Draw comparisons between video game stories and Spotify’s audiobook adventures to gamify them.
We’re going to repackage audiobooks as immersive experiences.

OOH

the leaderboard

A lot of thought goes into choosing what to read. However, not all of us are seasoned readers, and new users might not know where to start. Why not take a recommendation for your next read from people all over the world?

web responsive

digital poster

As of 2023, there are over 500 million Spotify listeners worldwide. Let’s pique the curiosity of new and existing listeners by giving them a recognizable phrase and switching it up.

escalator graphic

Why not be a little cheeky with our presence? Get on our escalator and you’ll literally ‘level up’!

floor vinyl sticker

In an effort to appeal to Gen Z, it's important that we present ourselves in spaces frequented by this age group, such as college campuses, malls, libraries, and more.

paid social

instagram story polls

Jump into arcade mode and take on a few ‘levels’, just open up your Instagram. Polls will serve as a quick and interactive way to keep current users learning and engaged.

instagram carousel

We want to keep Spotify Audiobooks on listeners mind’s, and show them what we’ve got. With stats and data validating our usage, we can gather the interest of a larger group.

tiktok trend “are you a writer?”

"What are you listening to?", a timeless question and beloved Tik Tok trend, with Spotify's user interface often in mind. Let’s switch it up, and match faces to the books we listen to.

same format
same raw content
different question

in-app activations & activities

trophy case

An in-app achievement system to provide incentives and encourage the progress of readers. Just like in video games, these achievements can be sprinkled throughout the listener’s journey, adding context and milestones to the experience…plus you get to show off to your friends.

spotty mini game

A high-score-oriented mini-game that users can play within the Spotify app while listening to audiobooks. ‘Spotty Man’ is for those who enjoy the stimulation of multi-tasking. Additionally, your high score will be ranked among your friends for some healthy competition.

spotify bookshelf

Spotify Wrapped has become a highly anticipated and cherished annual highlight that many people eagerly share. So why not offer them even more to share? The more the merrier!

books to bytes

A traveling book drive. Give us your physical books, and in return you’ll get credit to unlock audiobooks! The physical books we receive will be donated to libraries and second hand businesses, because even with Spotify's innovation, those who prefer flipping pages should be able to.

was partnered with copywriter intern Tristan Dodson
check out his page for more commercial spot and radio ads

DNA Seattle 2023