Break the Sound Barrier

Spotify - Cannes Future Lion Grand Prix 2024

Two women sitting on red stairs at the Cannes Lions Awards Show, each holding a yellow lion trophy.

Cannes Future Lions Brief: How can Spotify spread positivity by using technology to bring listeners closer to the creators and communities they love?

Insight: Music is not an inclusive hobby, as music-sharing platforms do not have features that cater to the deaf community.

Creative Big Idea: Make music streaming accessible to the full spectrum of hearing. 

Art Director: Marlana Bianchi

Copywriter: Molly Egan

Awards: 2024 Cannes Future Lions Grand Prix, One Show Young Ones ACD Artificial Intelligence Silver, One Show Young Ones ACD Experiential Design Silver, One Show Young Ones Design for Good Shortlist, AADY’s RAF Mosaic Award 2025, ADDY’s RAF Student Silver 2025, New York Festival Bronze & Finalist, Communication Arts Showcase 2024, Graphis New Talent Silver Award 2025

Articles: Ad Age Ad Week, Adobo, AKQA, Campaign Brief, Campaign Live, Communication Arts, LBB, Mumbrella, Propmark, Spotify, The Newhouse School Part 1 & Part 2

Image with text "300+ Sign Languages Per Song: Featuring Deaf Performers and Musicians Utilizing AI-Generated Technology" alongside images of individuals using different sign languages: ASL, BSL, LSF, Auslan, CSN, and Croslan.
Four smartphone screens showing a music app playing "Anti-Hero" by Taylor Swift, with artist information and sign language translation options. The display includes lyrics, artist biography, and a performance image.
Four smartphone screens displaying a music app with song "Me Porto Bonito" by Bad Bunny and Chencho Corleone. Screens show lyrics, sign language translation options, and artist information. Background features "Break the Sound Barrier" text.
Two images on smartphone screens showing Taylor Swift in a sparkling outfit, labeled as "Taylor Swift in Concert" and "Taylor Swift AI Sign Language Performance." Text "Break the Sound Barrier" in green on the left.
Side-by-side comparison of Tyler the Creator in concert and an AI-generated sign language performance, showcasing vibrant colors and dynamic stage visuals with flames.