Throughout the planning of the “Spotify Mater” campaign, my skills in strategy were showcased. The notion that teenagers had trouble with socials anxiety and the pressures that come with judgement within large groups, this idea of an AI dj blossomed. The campaign hinged on a technology that enabled Spotify to create an ongoing mix of songs that were to the liking of any specific crowd, collating the shared liked songs of those at a party or gathering. My strategy skills allowed for this gap to be exploited, whilst my design ability on adobe photoshop helped to create an effective visual campaign for our target audience.