Spotify x Doja Cat
"The Scarlet Experience"

Client: Spotify, Doja Cat
Agency: In-House
Role: Group Creative Director
Doja Cat and Spotify joined forces to celebrate the release of Doja Cat’s highly-anticipated fourth studio album, Scarlet. The event, titled ‘Doja Cat: The Scarlet Experience,’ took place in Los Angeles and captivated fans with its innovative and immersive approach. 

Fans began gathering outside an LA storefront at 9:00 a.m., where they were met with a surprising transformation of the space into a dystopian office environment. Inside the storefront, a glass incubator containing a Doja Clone was closely monitored by a team of office workers as it slowly filled with water, signifying the impending release of “Scarlet” at 9:00 p.m. 

As the countdown clock approached its final hour, Doja Cat surprised fans by appearing inside the exhibit. She engaged in live painting, creating a captivating artwork featuring a devilish figure and the words “NOT AFRAID.” During this creative process, Doja Cat treated fans to an exclusive first listen of the complete “Scarlet” album. Fans in Los Angeles witnessed the live painting event in person, while others in New York’s Penn Plaza joined via a YouTube livestream. The event added an exciting and interactive dimension to the album release, further cementing Doja Cat’s reputation as a dynamic and boundary-pushing artist.

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