Every neighbourhood has a beat.
An independent concept connecting music and São Paulo: a campaign rooted in neighbourhood identity that proposes continuing discovery through a digital experience.
- My role
- Concept, art direction and visual design
- Project type
- Independent concept, not commissioned by Spotify
- Production
- AI-assisted imagery and mockup
Start with people.
Portraits put the listener at the centre of the campaign. Colour, urban texture and maps connect that personal moment to the city. The two pieces explore the same idea through different compositions.
The same idea changes neighbourhoods.
Liberdade and Vila Madalena receive their own treatments, maintaining the connection between place, image and listening. The system varies the local language while preserving the campaign proposition.
From the street to your headphones.
The proposed journey connects the outdoor piece’s QR code with discovery of a neighbourhood playlist. The mockup presents that connection. The interface and map are illustrative, not a functional Spotify integration.
The tool expands execution.
The concept, art direction and visual selection are mine. Imagery and the mockup were AI-assisted. I present the final pieces and visual rationale; this case does not document a prompt sequence, campaign testing or market results.