Spotify Wrapped 2025
This year I worked on the motion design for Spotify Wrapped 2025. It was something I had hoped to experience for a long time and being part of it gave a concrete sense of what it means to contribute to a global release. Wrapped reached an audience of around two hundred million people in the first twenty four hours and seeing the animations living within that scale offered a unique perspective on the value of motion inside a product and inside a cultural event.
The production lasted close to three months and all animation work was created inside Rive. The motion direction was defined by Vucko and that set the foundation. My focus was to keep the work aligned with that vision while translating every idea into a system that could exist inside the tool with clarity and without unnecessary complexity. This required constant evaluation of timing, ease, overlap and reactivity, always keeping in mind that Wrapped lives across app, stories, social formats and editorial features. Nothing exists in a single frame, everything needs to adapt.
Rive turned out to be an ideal tool for this project. Its flexibility made it possible to experiment quickly with different expressions and transitions, while the straightforward implementation pipeline ensured that the character could be integrated smoothly into the product. Being able to iterate in real time without losing consistency in style gave us the freedom to push the assistant’s personality further, making the whole process both efficient and creatively satisfying.
CLIENT / AGENCY
Notion (Buck)
MY ROLE
Animation, Motion design