Spotify Playlist Covers and Ads for Filtr Portugal
Visual identity system, custom playlist album cover artwork, and rich-media advertising suite created for Filtr Portugal (Sony Music Entertainment's global streaming curation brand) on Spotify.
1. Curating Sony Music's Streaming Footprint
Filtr is Sony Music's premier international playlist ecosystem on Spotify, curating official music selections for millions of active streaming listeners. For the Portuguese market, Sony Music required a fresh, culturally resonant visual identity across their most popular streaming playlists, supported by targeted desktop takeover banners and mobile display ads.
Mood-Driven Curation & Relatable Lifestyle Moments
Rather than generic genre labels, playlists were branded around daily rituals, weekend anticipation, and humorous emotional states—such as "Thursday Is Almost Friday!" and "I'm Not Crazy, I Just Play Air Guitar".
2. Playlist Identity Architecture
Each playlist cover was designed as an iconic, high-contrast visual tile legible at tiny mobile thumbnail sizes within the Spotify interface:
- "Thursday Is Almost Friday!": The definitive weekend-kickoff party playlist, using vibrant yellow and bold pop typography to signal celebration.
- "Maximum Volume": High-octane rock and metal playlist featuring artist photography (Avenged Sevenfold) with aggressive typographic treatments and maximum visual punch.
- "Indispensable Indie": Curation of essential indie-pop and alternative music (Two Door Cinema Club), using pastel retro duotones.
- "Viral Portugal": Chart-topping compilation tracking the 50 most shared and stream-trending songs across Portugal.
- "Portuguese & Global Pop": Mainstream pop releases curated for radio listeners and daily commutes.
3. Spotify Display Campaign & Takeovers
Designed the full promotional display ad campaign on Spotify Desktop and Mobile under the campaign headline: "Filtr filters the soundtrack for your day! Click here and discover curated playlists for every moment."
