WIN THE FIRST TAP
A route-length mix starts quickly through the dashboard or a voice command.
ALL WORKCONTACT ↗Independent Creative Exploration// DARK MATTER GRID / CASE STUDY P31
EXPERIENTIAL CAMPAIGN / AUTOMOTIVE / DIGITAL / OOH
SPOTIFY / FREE PARKING
A Music Day campaign built to make Spotify the first choice when New Yorkers start the car.READ THE STORY ↓
DISCIPLINEEXPERIENTIAL CAMPAIGN / AUTOMOTIVE / DIGITAL / OOH
ROLESTRATEGY + CREATIVE DIRECTION + EXPERIENCE DESIGN
PROJECT TYPEINDEPENDENT CAMPAIGN CONCEPT / NOT AFFILIATED WITH SPOTIFY OR NYC
PATHIGNITION → LISTEN → PARK FREE → STEP OUT → PLAY ON
01
THE STRATEGIC HOOK
Give drivers a reason to choose play.
The radio has one stubborn advantage: it is already playing. Spotify has to become just as immediate while giving the listener a better reason to choose it.
02 / THE ORGANIZING IDEA
“For Music Day, Spotify covers the parking. New York supplies the music.”
03
THE DESIGN LOGIC
Four rules for the road.
REWARD THE CHOICE
One eligible ParkNYC session turns listening into an immediate, useful benefit.
MAKE ARRIVAL CULTURAL
The destination introduces neighborhood artists, performances, and playlists.
KEEP MOTION QUIET
Driving controls stay minimal. Redemption and discovery wait until the car stops.
04
THE IDENTITY
The idea becomes visible.
Green signals action. Playlist cards organize place. Black interface surfaces keep the drive legible.
Your music. Our meter.
CIRCULAR DISPLAYCAMPAIGN / HEADLINES
SPOTIFY MIXINTERFACE / WAYFINDING
ROUTE MONOTIME / SPACE / LOCATION
SPOTIFY GREEN#1ED760ACTION / CITY SIGNAL
BLACK#050505INTERFACE / NIGHT DRIVE
WARM WHITE#F4F4EFTYPE / DAYLIGHT
ASPHALT#242424ROAD / SUPPORT
05
THE VISUAL LANGUAGE
MAKE THE WHOLE DRIVE FEEL LIKE SPOTIFY.
Interface and campaign share one rule: recognizable at a glance, quiet while the car moves.
ACT I / IGNITIONTHE RADIO
SCROLL TO START THE DRIVE ↓THE RADIO
STARTS FIRST.
One choice at ignition shapes the entire campaign.
MUSIC DAY / NYC06 / THE FLAGSHIP CAMPAIGNPARK FREE.
PARK FREE.
PLAY NYC.
Start a Music Day drive. Complete one eligible ParkNYC session. Spotify picks up the cost.
JUNE 21ONE SESSIONFIVE BOROUGHS
‹NOW PLAYING•••
FREEPARKINGMUSIC DAY / NEW YORK
New York, On RepeatSpotify · Music Day Drive♡
1:243:46
↝Ⅰ◀▶▶Ⅰ↻
▣Listening in your car☰
AFTER
DARK
Midtown After DarkSpotify · Night Drive
ON
REPEAT
Queens on RepeatSpotify · Local Finds
LIVE
SETS
Brooklyn CurbsideSpotify · Live Sessions
THE VALUE EXCHANGEChoose the soundtrack.
Choose the soundtrack.
Spotify handles the meter.
A familiar city expense becomes a direct reward for starting the drive with Spotify. The idea is useful before it becomes promotional.
Designed around the drive,
not pasted onto it.
“Start My Drive” launches a mix timed to the route.
Voice prompts and large controls keep the interface quiet.
The claim flow appears only after the car is stationary.
The route mix opens into local artists and nearby events.
08 / BROWSE THE CITYEvery borough
Every borough
gets a cover.
The takeover borrows Spotify’s browse behavior. Each location becomes a playable card with its own artists, color, and live moment.
Made for your driveSHOW ALL
PARKINGTHE CITYWIDE BENEFIT
SESSIONSBROOKLYN / LIVE
ON REPEATLOCAL ARTIST RADIO
GREEN WAVETHE BRONX / 21:00
ACT III / ARRIVALPARK THE CAR.
PARK THE CAR.
KEEP THE CITY PLAYING.
The reward resolves in the official parking flow. The brand experience expands only after the vehicle stops.
The car does not disappear.
It becomes part of the format.
LISTEN IN.
Stationary cars become reservable listening rooms with spatial audio previews, artist notes, and a synchronized windshield light treatment.
SEE THE BEAT.
Safely parked vehicles pulse together through removable interior light cards during scheduled tracks. No exterior vehicle modification required.
WASH. PLAY. REPEAT.
A partner car wash pairs light, foam, and spatial sound with an exclusive four-minute Music Day mix.
OPEN THE DOORS.
Local artists perform from stationary vehicles at controlled pop-ups, turning trunks, back seats, and dashboards into intimate stages.
10 / LAUNCH SYSTEMOne day.
One day.
Three movements.
01 / BEFOREGreen route lines appear across OOH and in-app maps. “Something free is coming to your drive.”
02 / MUSIC DAYEligible parking goes free, the city turns green, and car-centered pop-ups activate across the boroughs.
03 / AFTEREvery driver receives a saved route mix, local artist recap, and personalized “Your City in Music” card.
12 / WHAT SUCCESS LOOKS LIKEWin the drive.
01DEFAULT CHOICE 02TRIAL 03DISCOVERY 04UTILITY 05CULTURE 06RETENTION
Win the drive.
Earn the return.
Increase Spotify starts within connected-car environments.
Convert eligible drivers who usually begin with terrestrial radio.
Measure saves and follows for artists surfaced along each route.
Track parking-credit redemption without rewarding unsafe interaction.
Measure visits, attendance, and earned sharing around local pop-ups.
Bring listeners back through the post-drive city playlist.
13 / WHY IT CAN WORK
The reward is tied to the behavior Spotify wants to own. The platform starts the drive, pays off at arrival, and introduces the listener to local music after the car stops.
CONCEPTUAL CAMPAIGN / NOT AFFILIATED WITH SPOTIFY OR THE CITY OF NEW YORK11
THE RESULT
A system with gravity.
Free Parking gives Spotify a simple advantage at ignition and a credible role in Music Day beyond another playlist.