I was commissioned by the creative team at Spotify to create a series of type-driven animations to help promote the song “Entrepreneur” by Pharrell Williams featuring Jay Z.

This song celebrates the perseverance of black entrepreneurs during ongoing Black Live Matters movement. The animations strive to showcase a gritty indomitable spirit in the face of systemic oppression and racial violence. One key placement for an OOH animation included a building-high Times Square Billboard directly behind a NYPD station.

 

 

The animations were used by both Pharrell William’s and Spotify’s social media teams with the release of the new song.

 

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The style was developed through bespoke kinetic type treatments of lyrics from the song.

Analog scanography was combined with cinematic film effects and creative editing.

 

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Selected examples of Scanography of keywords and lyrics.

 

Select process photos.

 

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A fun Behind the Scenes process video.

 

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A couple of examples of Social Media content created for Square and Portrait sizes.

 

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Credits: I worked closely with the ever-talented Rainy Fu from Spotify and her creative team including Dominique Wynne, Oriel Davis-Lyons, Kimmy Brooke, and Annie Dietz. Krysta Coates provided internal design support on this project.