Spotify UK wanted to deepen its connection with Gen Z, who largely saw the platform as functional rather than emotional. The campaign tapped into the way this audience expresses themselves online, through niche moods and ultra-specific feelings—shifting the focus from genre to emotion. The result was a bold, collage style creative that spanned video, OOH and interactive social formats, designed to turn listening into something personal and shareable. We created a bespoke visual identity for the campaign that could flex across formats, from short-form video to large scale billboards. I briefed and managed designers, oversaw post-production and ensured each asset maintained a dynamic, layered collage aesthetic that felt expressive, relevant and visually consistent across channels.