When Sound Becomes an Experience
Inside Elite Creator´s Lab
When we encounter a compelling brand experience or a memorable event moment, one question often comes to mind: what was the thinking behind it?
This blog offers an inside look at that process. Welcome to Elite Creator’s Lab, where strategy and creativity come together long before ideas come to life. Today, we take you behind the scenes of a brand activation event for Spotify Advertising, in collaboration with Aleph, in September 2025.
When Aleph first contacted us about collaborating on an upcoming Spotify Advertising event, the opportunity immediately stood out to us. The briefing was ideal: a €10k budget, creative freedom and a clear objective: increasing brand awareness and reach among local influencers.
At the same time, the challenge was real. We had not worked directly with the client before, and the timeline was tight, with just three weeks to develop, validate, and execute the concept. It was essential that everything aligned with Aleph’s event context, Spotify’s brand DNA, and audience expectations.
Before moving into ideas, we did what we always do first: we took a step back and did some research. We asked ourselves:
· What does Spotify Advertising truly stand for?
· How does it want to be perceived?
· Who is the audience, and how do they behave in event settings?
· What kind of experience would feel authentic, not forced?
What quickly became clear was that Spotify Advertising is more than just ads. It is about culture, creativity, and connection, and about how sound travels and becomes part of people’s everyday lives. This insight shaped everything that followed.
With influencers as the primary audience, we identified two key requirements: an instantly clear message and an experience designed for sharing.
Our main objective was simple: create a moment that visually represents sound, reflects Spotify’s identity, and encourages natural social sharing.
In other words: turn sound into something you can see and want to share.
Once the strategy was defined, we focused on experience design. The challenge ws to create interaction without making it complex, to trigger emotion, and to encourage natural engagement from attendees.
This is how the idea came to life: a floral soundwave photo wall.
The sound wave represents Spotify's primary medium: audio, rhythm, and reach, while the flowers add emotion, beauty, and a soft cultural touch that resonates with influencers' audiences.
Together they created a visual expression of Spotify Advertising’s essence: sound that resonates beyond what you hear.
Great idea, but how do we execute it?
This is where the operational side of event planning takes over: sourcing materials, managing timelines, coordinating logistics, and ensuring everything stays within budget. Our trusted partners were essential in making this happen.
Through close collaboration and hands-on brainstorming, we found the right way to turn the concept into a physical installation that was impactful and well integrated into the event setting.
Onsite, the response was immediate.
Guests were drawn to the installation, stopped to interact with it, and began creating photos and videos. The wall became a key content moment for throughout the event, shared across social media through influencer posts and stories.
Without relying on sales messaging or heavy branding, Spotify Advertising achieved exactly what the activation was designed to deliver:
· Strong brand visibility
· Authentic influencer engagement
· Organic social reach beyond the event
Yes. This activation was a successful brand activation. It delivered an emotional experience that stayed true to Spotify’s DNA, created value for both the audience and the brand, and extended far beyond the physical event space.
Because sometimes, the most powerful brand messages are not spoken, they are felt.
