To celebrate the release of Halsey's album Manic, Spotify created an immersive fan experience inspired by one of the album's central themes: the tension between Ashley, the artist's private and vulnerable self, and Halsey, the public persona she has built throughout her career. The campaign invited fans to explore both sides of her identity through a series of connected storytelling experiences across digital, social, and physical environments.

The activation combined exclusive on-platform films, social content, and a large-scale out-of-home experience designed to reveal the duality at the heart of the album. Fans encountered tear-away poster installations that uncovered two custom murals — one representing Ashley and the other representing Halsey — transforming a traditional OOH execution into an interactive moment of discovery and participation.

As Creative Lead, I oversaw the campaign from concept development through production and final execution. I worked closely with Spotify's Artist Marketing team and Halsey's management to develop a cohesive creative platform that translated the album's themes into an engaging multi-channel experience. From early ideation through content production, experiential design, and launch, I helped shape every touchpoint of the campaign to create a deeper connection between the artist and her audience.

ROLE: Creative Lead

RESPONSIBILITIES: Creative Direction, Artist Marketing, Campaign Development, Content Strategy, Animation Production + Oversight, Cross-Functional Leadership