Pandora All-In Campaign
The opportunity:
In late 2019 Pandora launched a revamped app experience that focused on personalized recommendations and ease of use. Our in-house creative team was tasked with designing a disruptive campaign that would challenge pre-conceived notions of Pandora and bring lapsed users back to our service.
The solution:
I co-led the design and art direction of a $16M campaign spanning 9 US markets, collaborating with creative directors, a copywriter, and a motion graphics designer. The campaign centered around the message that Pandora is “all new, all you” and featured bold out-of-home placements, digital ads, TV spots, and a launch event with Halsey, live-streamed to a silent disco in Times Square. This effort successfully increased user registrations and awareness of the new app.
Role: Sr. Lead Designer
Although Pandora had been a leading music service 5-10 years prior, focus group testing revealed that it was now seen as less relevant than its competitors. To address the key concerns of our listeners, we used playfully self-aware copy, bold colors, striking typography, and UI screens from the new app highlighting songs that helped tell our story.
Several rounds of creative exploration helped to determine message hierarchy and the visual voice of the campaign.
