CASE STUDY

‘Play’ by Ed Sheeran – Immersive Album Launch

Sound, story, and animation turn Ed Sheeran’s new music into a multidimensional fan experience

Client
Spotify

Location
London, UK

Collaborators
Atlantic Records, Ed Sheeran, Lightroom

Sector
Brands
Entertainment
Pop-Up Immersive Worlds

Services Provided

Strategy
Experience Masterplanning & Placemaking

Story
Creative Concepting & Experience Mapping
Narrative Development
Scripting & Messaging
Voice/Tone/Accessibility/Localization
Filmmaking & Animation

Design
Immersive Media Design
Sound Design
Experience Design

Challenge

Journey partnered with Spotify and Atlantic Records to create a one-night-only immersive album launch for Ed Sheeran’s new record, Play, at Lightroom in London.

Solution

Designed as an intimate moment for Ed Sheeran’s super fans, the experience offered a rare window into his creative process. We wove together new interview footage of Ed Sheeran reflecting on the journey behind the tracks with playful animations echoing his distinctive visual style, creating a narrative that felt both personal and larger than life.

“Fans were surrounded by world-class audio and exclusive footage from Ed’s recording process, making for a multisensory journey into the creative heart of Play.”

– Spotify

The Guardian

To heighten the sense of exclusivity, six brand-new songs were brought to life through bespoke animations, turning each into a one-of-a-kind performance. The result is a fully integrated storytelling experience that blends sound, film, and animation design to deepen fans’ connection to the album and to Ed Sheeran as an artist.