To celebrate the 25th anniversary of Merry Christmas, Spotify partnered with Mariah Carey to officially crown the undisputed Queen of Christmas. Built around the cultural phenomenon that the holiday season begins the moment Mariah's music returns to playlists around the world, the campaign transformed a beloved fan tradition into an iconic brand moment.

At the center of the campaign was a hero film featuring Mariah as the ultimate authority on the arrival of Christmas. From behind a festive control console, she monitored the world's holiday spirit and officially kicked off the season as streams of her music began to surge. The campaign extended across social and digital channels, celebrating both the enduring legacy of the album and Mariah's unique place in holiday culture.

As Creative Lead, I helped develop the campaign from concept through final execution. I wrote the script, oversaw production, and guided the creative development of the film and supporting social content. Working closely with Spotify's Artist Marketing team and Mariah Carey's team, I helped bring a playful cultural insight to life through a campaign that celebrated one of music's most iconic holiday traditions.

ROLE: Creative Lead

RESPONSIBILITIES: Creative Direction, Concept Development, Scriptwriting, Artist Marketing, Film Production, Content Strategy, Social Campaigns, Production Oversight