Scope

Creative Direction
Web Design
Spotify

Credits

Development: Hydric
Additional Design: Rachael Maniord

Overview

In partnership with Spotify, Emirates wanted to connect music discovery with travel. The result was True North: a web experience that recommended travel destinations by comparing user’s listening history with global trends from top cities around the world.

As Creative Director at Hydric, I pitched the concept, which lead to the campaign and shaped the entire experience from wireframes to implementation. Working with our engineering team, we build a custom recommendation and matching engine that formed the backbone of the experience.

True North became Spotify’s most successful Australian integrated campaign, generating more than 23 million impressions in its first month.