Rhapsody/
Napster Social

SOCIAL CREATIVE | ART DIRECTION | CONTENT SYSTEMS

At Rhapsody, I led creative development for social content across multiple platforms, finding ways to make a steady stream of music releases feel fresh, distinctive, and engaging. Rather than treating album artwork as a static asset, I developed a flexible visual system that could quickly transform each release into multiple social treatments. The goal was to give the content variety and personality while maintaining a cohesive brand presence.

Smart Objects, filters, and modular templates made it possible to create new visual directions quickly without rebuilding every post from scratch. The result was a scalable social toolkit that balanced consistency with variety and helped the team keep pace with a constant stream of new music.

Depending on the artwork, treatments could be bold and graphic, colorful and energetic, or more restrained and atmospheric.

As animated GIFs and short-form video became increasingly effective on social, I expanded the visual system into motion. Content incorporating animation and video delivered a 30% increase in engagement, providing a clear signal to keep pushing beyond static imagery.

For SXSW, we took the idea further with cinemagraphs featuring performing artists. Subtle movement transformed photography into social content designed to capture attention without overwhelming the audience.