Revolutionising Gen Z’s NYE celebration habits with Spotify Jam.
Spotify knew Gen Z weren’t interested in the usual NYE hype. So, we made Spotify Jam the star of the night.
Through dynamic 3D visuals, custom audio design, and reimagined iconic NYE moments, Jam wasn’t just part of the celebration; it became the celebration. It wasn’t about us telling people how to party - it was about giving them the power to do it their way.
To make sure everyone knew Jam was THE way to ring in the new year, we went big: a DOOH Ball Drop in Times Square, paid TikTok ads, and Instagram explainer carousels to get the world Jamming. As a result, Spotify owned the night as the go-to platform for social listening.
My Role: Mid-Weight Creative.
