a selection of work we are proud of:
Billie Eilish x Spotify
Creative Strategy
For young people, getting into live music has never felt harder. Between the cost-of-living crisis and constant sell-outs, concerts often feel out of reach, and platforms like Ticketmaster have become public enemy number one.
When fans can’t get into the stadium, the next best stage is their phone.
Spotify’s goal was simple: bring Billie Eilish’s 2025 Hit Me Hard and Soft tour to life for Australian fans, even for those who couldn’t get a ticket. That was no small thing. Against the clustered digital landscape, the challenge was to create an experience that felt genuinely personal and authentic to Billie’s fandom, while staying true to her values around sustainability, privacy, and keeping things low-key.
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As a solution, we created the Hit Me Hard and Soft in-app fan experience: designed to make Billie’s tour feel accessible to everyone, not just those with a ticket. Before and during the tour, fans were served personalised “Set List” cards and interactive moments inside the app. Geo-targeted banners and card modals rolled out in sync with each city on the tour, making every fan feel like part of the show, wherever they were. After the tour, superfans were surprised with an exclusive video message from Billie herself, styled with lo-fi visuals that echoed her stage design.
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ABSOLUT x Boiler Room
Creative Strategy
Boiler Room events are famously intimate: raw, unfiltered, and often reserved for those lucky enough to make it onto the dancefloor. Our task was to extend that experience to Spotify listeners everywhere, while amplifying Absolut’s role in celebrating the freedom and creativity of electronic music culture. We knew the audience was primed. Spotify’s ad-supported listeners are 60% more likely than the general Australian population to regularly attend music events. And when Boiler Room landed in October 2024, searches for “Boiler Room” on Spotify jumped 90% in the days leading up to the event. The energy was already there - we just needed to channel it.
Together, we launched a series of Absolut x Boiler Room playlists, each curated by Boiler Room DJs with tracks that inspired their sets and songs that lit up the dancefloor. To make it feel even more personal, DJs recorded 30 to 60 second audio annotations sharing stories from behind the decks.
The result turned a streamed playlist into an inside look at the culture, connecting fans, artists and Absolut through the shared pulse of electronic music.
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Spotify: What's your listening generation?
Creative Strategy. Copywriting
In a time when the generation gap feels wider than ever, Spotify set out to show that music is what brings us back together.
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Hosted entirely within the Spotify app, the interactive quiz analysed each user’s listening data to reveal which generation their music taste most aligned with. From Boomers to Gen Z, fans discovered their “music age” through a playful, animated experience designed to spark conversation and connection. Targeted banners and homepage placements drove millions of listeners to take part, while personalised share tiles invited fans to post their results across social media. The experience made Spotify feel fresh, social and self-aware, proving that no matter your age, everyone has a place on the platform.
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Maybelline x Spotify: Born With It event
Creative Strategy, Event ideation
Maybelline wanted to move beyond the beauty aisle and build a real connection with music fans. The mission was simple: bring beauty and culture together in a way that actually meant something.
So we created Born With It, a music event celebrating self-expression through sound and style. The lineup featured emerging female artists from Australia and New Zealand including Ashwarya, Ayesha Madon, Kita Alexander, Abbey Stone and Riiki Reid. The show was livestreamed on YouTube and amplified across Spotify and social, turning one night into a full-scale cultural moment.
The result was proof that Maybelline is a brand that gets it, rooted in music, self-expression and advocacy. Brand awareness performed 1.5 times higher than norms, connection to music grew more than fourfold, and female advocacy rose by over 5 percent. By the end of the campaign, one in four lipsticks sold was a SuperStay Matte Ink or Vinyl Ink.
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Big Small Talk Podcast
Creative Strategy, Go-To-Market strategy, Copywriting
BIG SMALL TALK - one of my proudest projects ever. It's a news podcast, but for a generation of hot people who know that loving pop culture doesn’t mean you don’t get politics. Hosts Hannah and Sarah-Jane each bring three stories to the table, breaking down everything from the federal budget to the Met Gala, Donald Trump's latest fumble to Sabrina Carpenter's situationships.
As Creative Strategists, wordplay helped shape the show’s tone and positioning around one goal: make the news feel human. Big Small Talk creates a space where listeners can ask questions, laugh, learn, and actually understand the world around them. It’s smart, safe, and just the right amount of chaotic.
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The first episode shot to number two on the charts. And, a year later, the show consistently reaches hundreds of thousands of people, and consistently ranks as one of the biggest podcasts in the country.
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KFC x Spotify: Fried Side Of The Week
Creative Strategy,
Everyone knows that feeling. It’s Wednesday, and the weekend is finally in sight.
To make the midweek slump a little crispier, we created Fried Side of the Week on Spotify, a celebration of that golden, feel-good energy when the tunes hit just right and anything feels possible.
Charley, DMA’s, Luude and Grent Perez each served up their own Fried Side playlists, filled with tracks that get them vibing, unwinding and living their best fried lives. The playlists lived on KFC’s Spotify profile, backed by audio spots and social content across each artist’s channels. Together, they turned Wednesday into everyone’s new favourite day of the week.​​
Storytime with Kayla Jade podcast
Creative Strategy, Go-To-Market strategy, Copywriting
The world is obsessed with Kayla Jade, and for good reason. Her unfiltered “storytime” videos, behind-the-scenes glimpses into her work, and hot takes on women’s issues have made her one of the most magnetic voices on the internet.
With more than 1.9 million followers hanging onto every word, it was time to give fans what they really wanted: more. As creative strategy lead, I helped shape Storytime with Kayla Jade, a weekly podcast and vodcast that takes her signature honesty and turns it into something deeper.
Recorded from her home, the show goes beyond TikTok to explore money, mental health, beauty, body image and everything in between. It is raw, funny and intimate, designed to feel like a late-night chat with a best friend. With Storytime, we created a space for stories that are usually whispered, not broadcast. And it worked. Kayla’s listeners didn’t just tune in, they stayed, shared and made Storytime one of the most anticipated podcast launches of the year.
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Spotify:
My Summer Scorecard
Creative Strategy
Every year it happens. Wrapped lands in December, everyone’s listening, and then the southern summer takes over.
Beaches fill up, playlists cool off, and Spotify takes a well-earned nap under the sun. So, we stopped trying to fight it and leaned right in. Summer on Spotify was all about keeping the good vibes rolling, celebrating the long days, warm nights and every moment in between. From road trips up the coast to backyard barbecues, we reminded Aussies and Kiwis that every summer story sounds better with music.
The hero was My Summer Scorecard, an in-app experience that turned each listener’s last 90 days of streaming into a snapshot of their season. Fans could see their most-played songs, share their results, and discover fresh local music to carry that summer feeling into autumn.​​
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SILVER CROCODILE: Cannes in Cairns
Dept of Hearing
Health x Spotify
Creative Strategy
Department of Hearing Health x Spotify: Turn It Down, Not Off Young people love music, but they’re also the most at risk of losing their hearing to it. So instead of another boring PSA, we met them where they already are: in their headphones. In partnership with the Department of Hearing Health, Spotify launched an interactive on-platform experience that let listeners test their hearing through sound.
Using audio cues and frequency drops inside the app, users could find out how well they were hearing — and get personalised tips on how to protect it, without turning the music off. It was hearing health, remixed for a generation that lives in sound. By turning a public health message into a listening experience, we helped make prevention feel less clinical and more cultural.​​
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MFA Award Winner:
Best use of audio
Best use of small budget
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See more​​​
LiveNation x Spotify:
Gig Finder
Creative Strategy​
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Live music is the heartbeat of every community. It’s what brings people together and keeps local culture alive. From historic theatres to basement stages, these are the places where artists grow, fans unite, and lifelong memories take shape. But even the most passionate listeners can miss the shows they’d love.
Over half of Spotify users don’t know when their favourite artists are in town, and one in three say they would have gone if they’d known. So Spotify created Gig Finder with Live Nation, an on-platform experience designed to connect fans to the shows that matter.
Using each listener’s location and streaming history, Gig Finder builds a personalised lineup of live events, from comedy to sport to music. As the page loads, event artwork bounces across the screen before revealing the gigs closest to home.
Fans can scroll, explore and click straight through to Live Nation to grab their tickets. The result was Spotify’s biggest collaboration with Live Nation yet, with 900 percent year-on-year growth, an 18 percent uplift in ticket sales, and a 62-second average dwell time.
