Trollbäck + Company Creates Digital Campaign for Spotify Premium
New York, New York United States – 03/14/2016
Creative agency Trollbäck + Company (T+Co) recently reunited with streaming music service Spotify to create a digital advertising campaign for Spotify Premium. The campaign was conceived around Spotify’s colorful new brand identity.
Spotify’s use of bold colors, large type and clean compositional designs fell right in our wheelhouse creating this campaign.
“Spotify has a sophisticated understanding of its visual brand,” remarks T+Co CCO Jakob Trollbäck. “Their use of bold colors, large type and clean compositional designs fell right in our wheelhouse creating this campaign.”
T+Co’s work with Spotify goes back to last December’s holiday promo, followed by the creation of Spotify’s big Christmas Eve ad, which announced that The Beatles catalogue was available for streaming for the first time ever; and, finally, the more recent digital campaign for Spotify Party, which delivers professionally mixed playlists featuring brilliantly beat-matched music.
Turning to their latest effort for Spotify Premium, T+Co designed and animated a total of 10 videos translated in 10 languages across 30+ markets. The campaign challenged them to convey several product features for a digital audience: online and mobile users with increasingly distracted and short attention spans. T+Co achieved this with a series of animated sequences that represent each benefit of the subscription plan — from ad-free listening to offline access to better sound quality.
“The key to these spots was quickly establishing emotional connections based on the different contexts in which each feature might be useful,” explains T+Co Creative Director Brian Bowman. “Spotify provided us with general contextual scenarios, and then we conceived a visual system for each one with unique presentations of copy, brand patterns, and textures.”
T+Co took a mixed-media approach to create the final product. Experimenting with textures and motion, they abstracted Spotify’s vector toolset of brand patterns and integrated them into silhouettes of live-action performers captured on a green screen.
T+Co paid careful attention to color, to not only establish different tones and moods, but also to stay on brand, working with such guidelines as Spotify’s duotone palettes, which are based on existing album art and artist photography.
“We loved working with Spotify’s duotones,” says Bowman. “We even expanded on them by applying Kabuki color theory to the animations, which revealed some pleasing visual tension and quirkiness that felt right for the brand.”
This campaign exemplifies how we can strategize, concept and execute a campaign from start to finish.
The music portion of the campaign was equally crucial when it came to emotionally enhancing the contextual set-ups. T+Co sought genre-agnostic tracks that felt contemporary and ubiquitous in the same way that their aesthetic choices related to broad-ranging audiences, as the campaign hit markets across the Americas and Europe. They tapped YouTooCanWoo to produce original tracks, which afforded more creative control and continuity across every aspect of the production.
“This campaign exemplifies how we can strategize, concept and execute a campaign from start to finish,” concludes Bowman. “Spotify was a remarkably open-minded, savvy client who embraced a forward-thinking approach to conceptually selling an experience.”
Trollbäck + Company is a New York-based full-service creative studio. Established in 1999, T+Co specializes in branding, motion graphics, design and live-action for social events, advertising, broadcast, and entertainment. As an innovative force in branding and corporate storytelling, the company’s voice is guided by an essential belief in beauty and logic.
Creative CreditsClient: Spotify
Head of Audio and Video: Johannes Ring
Global Creative Director: Alex Bodman
Lead Revenue Designer: Rahul Sen
Producer: Cristina Forsström