Spotify: Timeless
Spotify: Timeless
project overview
A Mother's Day campaign targeted at older mothers and Gen Z, challenging older maternal stereotypes, created for audio streaming service - Spotify.
project type
advertising campaign
description
The project aims to challenge stereotypes of older mothers and a more uncommon way to represent mother's day rather than overly emotional semantics like many existing ads. It follows a nostalgia route, using music as a catalyst encouraging mothers to feel fun and free. 'Timeless' is a polysemic reference to the popular classic songs (Girls Just Wanna Have Fun, Material GIrl, Dancing Queen) and to the older mothers, defining them as timeless rather than old.
The project aims to challenge stereotypes of older mothers and a more uncommon way to represent mother's day rather than overly emotional semantics like many existing ads. It follows a nostalgia route, using music as a catalyst encouraging mothers to feel fun and free. 'Timeless' is a polysemic reference to the popular classic songs (Girls Just Wanna Have Fun, Material GIrl, Dancing Queen) and to the older mothers, defining them as timeless rather than old.
Insight
I exercised mise-en-scene media theory through the use retro homage and housewife iconography in the video. Using my mother allowed me resonate with this project more. At first she was nervous, but enjoyed the project a lot as she was performing to the nostalgic songs, which would mean that my concept was working. As this was an ambitious solo project, it reinforced how planning and research is even more important without a team.
I exercised mise-en-scene media theory through the use retro homage and housewife iconography in the video. Using my mother allowed me resonate with this project more. At first she was nervous, but enjoyed the project a lot as she was performing to the nostalgic songs, which would mean that my concept was working. As this was an ambitious solo project, it reinforced how planning and research is even more important without a team.
