ANGELINE TOH
Design & Art Direction. Currently at «ROBINHOOD».
«SPOTIFY» 2021 Wrapped
In it’s seventh year as a date on the cultural calendar for music fans worldwide, 2021 Wrapped took another year that refused to be normal and asked “what is normal, anyway?” — and gave listeners ways to visualize, discuss, and share their annual recap like never before. Available in 30 countries for the first time, the in-app experience culminated into a worldwide celebration of individuality—together.
2021 Wrapped’s design embodied the twists and turns of the year-that-was, using an undulating ribbon to guide users through the experience with custom designed icons and a vibrant color palette that brought out fun and positivity in a less-than normal-year.
2021’s in-app Wrapped experience put a brand new lens on fan’s listening data, visualizing data in deeply artistic, emotional, and meaningful ways.
In order to tell a visually engaging and culturally relevant story that went beyond listing data points, we tapped into the growing trend of new age spirituality and asked: "What if your listening had an Aura?".
To connect the mystical with the mathematical, we worked closely with our product team and also consulted with a real aura reader to ensure that the auras we created were authentic. Audio Aura was a combination of sound, data, science, and mysticism. It was inspired by aura readings, a specialized photographic technique that reveals the color of a person's energy. Find out more about the tech behind Audio Aura here!
We also created billboards, guerilla stunts, and films toshow how culture and music co-existed in a year that was far from “normal”.
And the internet brought it to life.
Spotify In-house
VP Marketing: Alex Bodman
Global Creative Director: Dan Brill
Creative Director: Oriel Davis-Lyons
Associate Creative Director: Colette McIntyre, Astrid Andujar, Derek Wright, Chelsea Alburger, Edward Yeung, Ron Lam, Carolina Perez-Siam, Chris Monk, Andrew Lindsey, Kat Kvas
Global Design Lead: Rasmus Wangelin
Senior Art Director: Angeline Toh, Michael Boswell, Marcelo Afonso de Almeida Filho
Design Director: Andreas Lindahl
Art Director: Rainy Fu
Product: Cai Charniga, Zela Taino, Udaya Pillalamarri
Brand Managers: Claire Ulak, Prapti Pandey, Angela Gonzalez, Payman Kassaie, Domenica Esparza, Tola Oseni, Melanie Einsen
Creative Strategist: Nathan Doeiv, Midori McSwain, Chris Lubin
Production: Kenzie Tankesley, Karen Cheng, Ava Abdoulah, Saul Metnick
Production Partner: Hornet
Psychic Medium: Mystic Michaela