Music has the uncanny ability to help shape, enhance - even change our feelings. In an effort to convert free users into Premium members, Spotify Premium brought this sentiment to life with “All the Moods” - a global campaign featuring 11 unique vignettes & 25 illustrations showing how music affects our moods.

In a commoditized market with a number of competitors that offer similar deals and promotions, we were tasked to create a global campaign highlighting our brand voice, visual craft and emotional benefits to get free users to upgrade to Premium.

To make sure our films were relatable in all markets, we created a gender-neutral character, baring no specific age or ethnicity. We then had our character portray universal moods enticed by music. From happy and energetic -to chill and sentimental. For clothing, we sought more refined and elevated styles that would personify each mood. “Happy” & “Energetic” were depicted by animating joyful shapes and patterns on clothing. Doing so also made the video feel more graphical -almost comic-book like, rather than looking too technical. We also played with texture and tones. For example, “Sentimental” shows our character changing skin-color to blend in with their blanket, for that I-just-wanna-hide-from-the-world feeling. While “Energetic” shows our character glowing & joyously pulsating in multicolor. We also wanted the three-dimensional character to look so real, that when mixed with realistic effects such as smoke, clouds and lights, the final result confuses the line between the real and digital worlds. The campaign was launched in 76 markets globally on May 15th, 2019. It ran for 6 weeks.