Gatorade and Spotify approached, Hydric Media to create a branded experience that would deliver personalised, insight-driven music recommendations to soundtrack user workouts. Hydric were responsible for the initial ideation and R&D, validating the concept was technically feasible while collaborating with VML who produced the visual design and other campaign collateral.

My role on the project saw me wireframing the user experience based on a client approved user-flow for connecting their account, fine-tuning workout settings and receiving a workout playlist. I also worked closely with engineering at Hydric Media to ensure what we delivered was of exceptional build quality to Gatorade and Spotify for release.
Above: wireframes for desktop and mobile workout mode selection.
The Spotify API is an excellent resource for user listening data. As a team we had to create an experience that would not only recommend music the user would like, but it also had to combine it with desired workout settings (such as intervals, duration and intensity), to produce a playlist primed for making users move and sweat.
Above: wireframes for mobile interval training mode and resulting playlist.
This saw us combine Spotify’s recommendation engine to match duration of a high-intensity exercise with crossfading to help the user seamlessly move from one interval to the next. We also took advantage of Hydric Media's proprietary playlist optimisation platform, Lineup to ensure each user-generated workout playlist would automatically refresh with new music each week, so they never got tired of it.
Above: final designs for interval training mode and resulting playlist.
Gatorade Amplify was launched as a centrepiece in a nation-wide digital campaign in the US, featuring in Spotify ads managed by Omnicom, as well as special music supervision provided by Steve Aoki and his Dim Mak label.

The results of this collaboration, lead to over 60k playlists being generated (5x higher than Spotify benchmarks) and over 1.4 million minutes of combined listening (2x Spotify benchmarks), all within the first three months.
Above: promo video for Gatorade Amplify, featuring DJ Steve Aoki.
Clients — Gatorade & Spotify
Agency — Hydric Media
Platform — Web
Product & UX Lead  — Tom Knox
Visual Designer — VML
Lead Web Developer — Simon Hales
Backend Developer — Eoin McCarthy
Quality Assurance — Tom Knox
Project Manager — James Gauci
2017 Clio —  Silver (Sports), Short List (Music)
2017 Cannes Lions — Short List