INDUSTRY:
MUSIC / AUDIO
CLIENT:
GAMETIME X SPOTIFY
YEAR:
2025-2026
EXPERIENCE:
PERFORMANCE MARKETING
Spotify Carousels
about.
As part of Gametime's broader integrated campaign strategy, I led the creative development of a Spotify advertising campaign spanning both audio and display formats. This was a distinct channel with its own creative demands, but designed to feel like a natural extension of the brand refresh we were rolling out across all platforms simultaneously. The goal was simple but not easy: make Gametime feel unmistakably cohesive everywhere a fan might encounter it, whether they were scrolling Instagram, watching TikTok, or listening to their favorite playlist.
challenge.
Spotify is a different creative beast entirely. Reaching someone through sound requires a completely different instinct than stopping a scroll. The challenge was threefold: translating Gametime's refreshed visual identity into a platform built for listening, reaching the right audience in a space where attention is split between the music and everything else, and doing all of it while keeping the campaign feeling cohesive with everything running simultaneously on Meta and TikTok.
Working collaboratively on the audio scripts, I focused on making sure the voice and tone matched the new brand direction. The display assets had to carry that same energy visually. Everything had to feel like it came from the same place, the same brand, the same moment in Gametime's evolution.
result.
The campaign achieved what it set out to do. Gametime showed up consistently across every touchpoint of the integrated effort, with Spotify serving as a natural and intentional extension of the broader brand story. The refreshed creative translated successfully across formats and platforms, reinforcing brand recognition and keeping audiences connected to the same visual and tonal identity no matter where they encountered it.
One of the more exciting parts of this project was how our team leaned into AI-generated imagery in a intentional, strategic way. Through experimentation and iteration, we identified a specific prompt that consistently produced photography that felt true to the Gametime brand, energetic, real, and culturally relevant. That prompt became a repeatable creative asset in itself, giving us a reliable visual language we could generate and adapt across the Spotify display ads quickly and efficiently.
It was a great example of AI working the way it should: as a tool that sharpens and accelerates the creative process, not one that replaces the human judgment behind it. The style was intentional, the direction was ours, and the results felt cohesive with everything else the brand was putting out.
