Spotify Wrapped Augmented Selfie
An activation that placed fans next to their artists.
SPOTIFY · DECEMBER 2022
Brief
Every year, Spotify releases Wrapped — the annual listening summary that's become one of the most-shared digital campaigns in the world. For 2022, Spotify Turkey wanted to take Wrapped out of the screen and into real life, turning it into a street-level experience.
The brief was clear: high viral potential, organic social spread, and a fresh connection between fans and artists for that year.
“Wrapped is a belonging that doesn't fit on a screen — it has to be lived on the street.”
Insight
Everyone who loves Wrapped shares the same feeling: "This year was my artist's year." Spotify Wrapped frames a listener's taste like a personality — your favorite artist isn't a consumption, it's a belonging.
But all of this stays inside the screen; shared, liked, forgotten. If we could turn that on-screen moment into a physical memory you could actually live, Wrapped could stop being just a graphic and become a yearly ritual.
The Idea
We shot the Spotify Wrapped artists in studio against a green screen. Each artist gave a pose true to their own character — a look, a movement, a "moment" caught.
We took these poses to the streets, into kiosks placed at busy points across the city. A fan stepped in, faced the camera — and suddenly wasn't alone on screen. Edis, Emir Can İğrek, Güneş, Sefo, Sena Şener... whichever artist was theirs, was right there.
In a second, "I listen to my favorite artist" became "I posed with my favorite artist."
The output: two share-ready Spotify-branded versions — an instant physical print and a digital file sent to the phone. Both free.
Kiosks at Busy City Spots
We built kiosks from scratch that brought Wrapped not home, but into life. Placed in the middle of a fan's daily route — an unexpected moment.
Green-Screen Studio Shoots
We shot Edis, Emir Can İğrek, Güneş, Sefo and Sena Şener in studio. Each one delivered a signature pose, true to their character, ready to be stood next to.
Instant Physical Print
Within minutes of the shot, fans walked away holding a Spotify-branded photo of themselves with their artist — a memory to take home.
Digital Share File
The same shot also dropped onto the fan's phone as a share-ready digital file — Spotify-branded, Instagram-ready in seconds.
Execution
When Spotify said "we want a high-viral idea," the format chose itself — fans were already dying to share. We just had to give them something worth sharing.
Scope
- Artist studio shoots (green screen, lighting, direction)
- Kiosk hardware & software production
- City installation + 15 days of live operations
- Spotify-branded print and digital output system
- On-site staff and visitor experience management
15-Person Team
- Director & Experience Design: Atilla Baybara
- Technology Development: Utku Olcar
- Operations: Yiğit Sarı
- Client Relations: Şaban Yılmaz
- + Studio, production and on-site team
Results
- 1000+ shots per day — uninterrupted across 15 days
- Organic social spread by Spotify Turkey — shared across artists' own accounts and Spotify's official channels
- Press coverage across multiple media outlets
- Free activation — connected the Spotify brand to the city at no cost to fans, shifting brand perception from "platform" to "experience"
- The first time Wrapped became a physical street experience in Turkey
- Client
- Spotify
- Campaign
- Spotify Wrapped 2022
- Date
- Aralık 2022
- Location
- İstanbul — şehir merkezindeki işlek noktalar
- Duration
- 15 gün canlı operasyon
- Team
- 15 kişi
- Creative Agency
- Muhabbet
- Production & Operations
- Harikalar
- Project Lead
- Atilla Baybara
- Technology
- Utku Olcar
- Client Relations
- Şaban Yılmaz
- Operations
- Yiğit Sarı
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