THE PROBLEM

Sigrid needed vertical content for her single Mine Right Now on Spotify — content that could hold attention natively in the format and feel true to the artist.
 

THE THINKING

I directed and developed the full vertical content strategy and creative direction, leading storytelling that worked with Spotify's native environment rather than against it. The content was built for the scroll, but designed to stop it.
 

THE IMPACT

The content landed on YouTube and unexpectedly hit over 600,000 plays — significantly outperforming expectations for a single-led content piece.