The Brief: How can Spotify spread positivity by using technology to bring listeners closer to the creators and communities they love?

The Problem: We don’t dance anymore like we used to.

The Insight: Dance is within us, but gets judged out of us because we’re afraid to be ourselves.

The Advantage: Spotify knows you better than you know yourself.

The Strategy: Spotify Grooves will help people move to the beat of their true selves.

As part of the Future Lions 2024 competition in partnership with Cannes Lions Festival, AKQA, Spotify, and The Wall Street Journal, I created Grooves, a new character for Spotify that uses AI to dance to the BPM of any song, encouraging Spotify users to groove wherever they are.

Below is my video entry.