From Missouri to the Shores of Southern France
Future Cannes Lions 2024:
MXTAPES
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Client: Spotify
Spotify teamed up with Future Cannes Lions to challenge students to find a way to improve their mobile app. I created this brief to answer their prompt.
The Mxtape Dilemma
Music is amazing. While individualistic, it has also historically been a shared experience. As the digital age rolled in, something happened; CDs from your mom, mushy-gushy mixtapes from your first love (you just can’t throw them away), the vinyl your best friend gave you from their own personal collection... they all vanished. Everywhere you look, we are surrounded by technology meant to help us streamline our lives. Sometimes, it can feel like we are losing our humanity to automation. More now than ever, people are in desperate need of other people.
This is especially true of Gen Z. Raised in the digital age, it can be hard for these individuals to reach out to people or find the right words to say. Additionally, increased globalization has led many young people to find themselves forming connections with others all around the world. These long distance relationships require frequent digital communication to avoid feeling disconnected.
My Solution: MXTAPES
CDs and cassettes may be gone, but the warm and fuzzy feelings they give us are back. Now, Spotify allows users to handcraft “mxtapes” and send them directly to other users through the app, improving the user’s relationships, sense of community, and connectedness. Similar to Spotify Wrapped, when a user receives a mxtape, it will appear on their home page as an animated experience.
graphic mockups I created for the brief using Adobe Photoshop & Illustrator.
I created this video as a visual aid to the brief. Watch to learn more!
Check out the full creative brief here.
On the left is the full brief submitted to Spotify and the Cannes Lions Festival. Check out the full creative brief here.
While this brief did not end up winning, I poured my heart into it and had a blast creating it. Young Lions was a fantastic learning experience.
Attending the Cannes Lions Festival in the summer of 2024 was a life changing experience. I was selected from a pool of applicants to attend the festival with a group of 60 students. I have never been so inspired!
Throughout the week, I had the honor of learning from the best in the business, including powerhouses like VML, Accenture Song, Pinterest, Havas, Meta, NBCUniversal, Amazon, and many more.
me on the red steps!
