VP Creative · Allenby Concept House · Launch strategy & creative direction
Spotify
I led strategy and creative direction for Spotify’s Israeli launch campaign, inviting famous artists to challenge their own overplayed hits.
A local reason
to discover.
Spotify arrived with a vast catalogue. The launch needed a reason for Israeli listeners to explore it. I led the local market and audience work, identifying a familiar frustration: the same few hits played again and again.
The creative idea was to let the artists object. Berry Sakharof and Hadag Nahash took on their own overplayed songs, inviting fans to discover more of their music — and everyone else’s.
From insight
to launch.
I led strategy and creative direction with the Allenby Concept House team, translating that insight into two films and a display campaign featuring leading Israeli musicians. Directed by Maysaloun Hamoud, the films ran across social platforms and major local publishers, generating more than 7.8 million views.