Challenge: TIDAL, a music streaming service, wanted to bring fresh content and tactics to their social accounts to engage fans.
Action: As the creative director at XX Artists Agency, I collaborated with our internal strategy and social teams to ideate and plan new tactics and then worked with my creative team to develop and present the look and feel for each.
Result: My team successfully created 9 new looks for lifestyle and cultural moments, artist career milestones, playlist announcements, and New Year celebrations.
About the project
Cultural & Lifestyle Moments
TIDAL aimed to add timely cultural and lifestyle moments more regularly throughout the year. I collaborated on strategy with our internal account team and pushed our approach to focus on interesting facts and fun takeaways.
My favorite moments were our match of cocktail drinks to songs to cheers the end to Dry January and the celebration of Martin Luther King, Jr Day. I led the design of each uniquely themed post.
Artist Celebrations
Previous posts for artist celebrations and career milestones had low fan engagement. We approached TIDAL with the idea of pushing the brand with new designs to stand out in the feed and introduce engagement tactics.
I created mood boards, oversaw the creation of the new styles, and led the brainstorm with my team for ways to present quizzes and fun facts.
Playlist & Song Highlights
We saw an opportunity to revamp the look of curated playlists and themed song suggestions. I led design brainstorms with my team and helped mold the new looks while creatively adhering to brand guidelines.
Year End Reflections
TIDAL wanted a tactic to close out the new year that involved highlighting their employees that didn’t involve additional budget. We pitched an end-of-year reflections concept that embraced the popular organic feel and utilized employees filming themselves from home.
I helped brainstorm the question prompts, chose the final lines from each filmed response, led the design development of 20 assets, and helped solve the challenges that came up with inconsistent camera and audio quality. Throughout this process, I recognized a need for an internal standardized subtitle process and helped implement it across the team and on other projects.
