Youth Music & Spotify
Documenting the power of youth centres
Spotify were partnering with grassroots charity Youth Music to create a fund helping 15 youth centres across the country keep their doors open. We were tasked with launching the fund and communicating the importance of it. There had been lots of beautiful campaigns about the power of youth centres (including a recent one by Youth Music) and it was important we were able to stand out in order to drive earned reach. We calculated how many youth centres were at risk of closure each week and showcased the possibility of what could happen in these spaces in just one week. I worked with young director Frankie Spence (who had grown up going to youth centres) to bring a hero video to life and photographer Alex Kurunis for a series of billboards platforming the talented young people at the heart of these spaces.
- Overall Creative Direction
- Concepting
- Copywriting
- “Open Doors Fund” look and feel