In close collaboration with José González's management team, I've had the responsibility of crafting the digital promotional campaign for his latest milestone: the 20th Anniversary remastered album "Veneer".
A portion of the advertising budget was allocated to Spotify Ads, consisting of a 30-second non-skippable video for Spotify Free Users, as well as a clickable banner, to be featured across both Premium and Free accounts in key markets including Sweden, Spain, the United States, Brazil, and Australia.
The video presents an edit of José González's renowned track "Heartbeats," blended with clips from the acclaimed Sony Bravia LCD TV advertisement. This fusion is complemented by snippets of an intimate interview with José, offering insight into his personal connection with the album name.
Spotify Canvas Videos were created to support the digital campaign as well as Spotify's newest feature, Spotify Stories, which presents a carousel of cards accompanying each song. These cards offer fans insights into the introspective musings and backstories behind the music. Drawing from José González's interviews, the cards explorethe mood and pivotal events in his life that inspired his most beloved releases.
All the illustrations featured in the cards have been sourced directly from his original LP/Vinyl booklet, preserving the authentic visual essence of the album. In total, 65 unique cards have been meticulously crafted for this project, each contributing to the immersive experience for fans.
"Broken Arrows" Spotify Stories (above) - "Remains" Spotify Stories (below)
