The focus of this campaign was to sustain the momentum of Wrapped by transitioning from Wrapped-specific messaging to themes that align with New Year’s celebrations. Aiming to reduce audience churn while encouraging ongoing engagement with Spotify's product features.

The creative direction draws inspiration from the textured, analog qualities of classic holiday cartoons, evoking a handcrafted and nostalgic aesthetic. A tactile feel is achieved through imperfections, adding warmth and character to the visuals. Bold, saturated colors are paired with contrasting hues to create vibrancy, while abstract, graphic shapes bring a playful, psychedelic edge.

These forms and palette create a surreal yet celebratory atmosphere. A subtle sheen and glow tie the elements together, adding a festive touch.
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The direction blends analog-inspired techniques within a digital product environment, resulting in animations that feel distinctly NYE, stand apart from Wrapped, and speak to the audience through their imperfect and psychedelic style.

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