Sam Smith — Gloria
artist partnership
january 2023
For Sam Smith’s album Gloria, I spearheaded a three-phase global campaign designed to drive engagement and create an unforgettable album experience for fans.
The campaign began with exclusive pre-release content, including the first-ever Spotify pre-save ad, paired with an album trailer featuring unreleased tracks and footage. This content was amplified through extensive global digital OOH placements and a paid social campaign, reaching over 13 million users in the UK and the US.
To bring Gloria to life, the partnership culminated in an intimate and immersive album listening event at The Windmill in Soho, London. Forty top fans were invited to explore the Gloria creative world, with a night featuring a live performance by Sam Smith’s album choir, an aerial display set to Unholy, and a DJ set and Q&A with Sam and Jodie Harsh. The event’s design fully embodied the album’s themes, creating a deeply personal experience, executed by creative studio The In.
The integrated campaign secured 718 million media impressions globally, positioning Gloria as a cultural milestone for Sam’s career, while enhancing fan connection and Spotify’s reputation as a leader in creative artist partnerships.
press
︎︎︎ daily mail
︎︎︎ london post
The campaign began with exclusive pre-release content, including the first-ever Spotify pre-save ad, paired with an album trailer featuring unreleased tracks and footage. This content was amplified through extensive global digital OOH placements and a paid social campaign, reaching over 13 million users in the UK and the US.
To bring Gloria to life, the partnership culminated in an intimate and immersive album listening event at The Windmill in Soho, London. Forty top fans were invited to explore the Gloria creative world, with a night featuring a live performance by Sam Smith’s album choir, an aerial display set to Unholy, and a DJ set and Q&A with Sam and Jodie Harsh. The event’s design fully embodied the album’s themes, creating a deeply personal experience, executed by creative studio The In.
The integrated campaign secured 718 million media impressions globally, positioning Gloria as a cultural milestone for Sam’s career, while enhancing fan connection and Spotify’s reputation as a leader in creative artist partnerships.
press
︎︎︎ daily mail
︎︎︎ london post
