Spotify
Personalizing the ad experience just like a playlist
“Get us out of Illustration-land”
Spotify’s global performance marketing was struggling with content diversification on their channels that stayed brand-consistent and up to par for local markets. My team developed 16 scalable concepts as templates, and produced the original base assets to ensure every variation stayed true to the brand and was made with scale in mind.
SCAling creative Across 19+ markets
We then built intelligent templates connected to Spotify’s internal data signals scaling production into thousands of localized variations for Meta, TikTok, Snapchat and more —keeping fixed elements like logo and typography consistent while giving regional teams flexibility over variables like artist imagery and local calls-to-action. The result: a faster global operating model that drove measurable impact: 35,000 incremental conversions, 3,000 unique creative variations, and ~70 hours saved per week.