Spotify x Waze 'Homegrown' Playlists
Spotify x Waze: Homegrown Playlists was a speculative campaign created for The One Club for Creativity's One School. The concept reimagined the driving experience by integrating Spotify into Waze's GPS platform, delivering neighborhood-specific playlists and music discovery based on a driver's destination. As users traveled through cities or embarked on road trips, the experience surfaced local artists, cultural landmarks, and stories tied to each location, transforming navigation into a personalized soundtrack rooted in place and community.
I served as Art Director, Copywriter, and Strategist, developing a platform that leveraged Waze's existing Spotify integration to deepen engagement with both services. Rather than simply recommending music, the experience used a user's route and preferred genres to introduce artists native to the neighborhoods and cities they were driving through. Whether crossing boroughs in New York or exploring a new city, drivers would receive contextual music recommendations and cultural insights, encouraging discovery while increasing listening time and strengthening Spotify's role as a companion for every journey. The project earned Honors recognition as part of The One Club for Creativity's One School program.
Art Direction / Copywriting / Strategy
