Audible approached me to help their team develop and produce a campaign for the launch of their original audio series, “Words and Music, Volume 36 Snoop Dogg: From the Streets to the Suites.” This series delves into the life and career of Snoop Dogg, offering listeners a unique blend of storytelling and music. Given the constraints of the project—specifically, the absence of a live shoot and a limited selection of pre-approved talent images—we faced the challenge of creating dynamic and engaging campaign assets through animation.

• Raise Awareness: Generate buzz and visibility for “Words and Music, Volume 36 Snoop Dogg: From the Streets to the Suites” as a compelling audio experience.

• Engage Audience: Develop an engaging campaign that resonates with a diverse audience, encouraging them to explore Snoop Dogg’s journey.

• Highlight Key Moments: Visually represent the significant stories and milestones in Snoop Dogg’s life as narrated in the series.

To bring “Words and Music, Volume 36 Snoop Dogg: From the Streets to the Suites” to life, we conceptualized an animated campaign that illustrated pivotal moments from Snoop Dogg’s narrative. This approach allowed us to overcome the limitations of available assets while creating a visually engaging experience.

• Design Concept: The cover and key art design centered around the Los Angeles skyline with Snoop in an iconic pose.

• Visual Style: Playing off the power of the black-and-white image, we decided to use subtle shades of gold to help highlight and emphasize different aspects of the overall cover and design package.

• Visual Style: Vibrant and dynamic animations that bring Snoop Dogg’s stories to life, combined with text animations to emphasize key quotes and lyrics.

• Interactions: The illustrations recreate significant moments from Snoop’s life, providing a visual complement to his narration.

• Message: The campaign showcases Snoop Dogg’s evolution, emphasizing the transformative power of his experiences and music.

1. Teaser Trailers: Short animated teasers were released on social media platforms, generating curiosity and anticipation for the series.

2. Full-Length Promos: Extended animated promos aired on digital platforms, providing a deeper dive into the themes and stories of “Words and Music, Volume 36.”

3. Social Media Content: Engaging posts and animations encouraged audiences to share their own stories and experiences, fostering a sense of community and connection with Snoop Dogg’s journey.

• High Engagement: The campaign successfully captured the audience’s attention, leading to increased engagement across Audible’s social media platforms.

• Positive Reception: The animation and dynamic text approach were praised for their creativity and effectiveness in visually representing Snoop Dogg’s stories.

• Series Success: “Words and Music, Volume 36 Snoop Dogg: From the Streets to the Suites” saw a significant boost in listenership, becoming one of Audible’s most talked-about original series.

Leading the creative direction and execution of the “Words and Music, Volume 36 Snoop Dogg: From the Streets to the Suites” campaign was a rewarding experience that demonstrated our team’s ability to innovate and adapt to project constraints. Through the use of animation and dynamic text, we were able to create a visually compelling campaign that resonated with audiences and enhanced the storytelling power of the audio series. This case study exemplifies our commitment to producing impactful and engaging content that brings stories to life in new and exciting ways.