Fuego is a weekly Spotify playlist that features the hottest tracks in Latin music. In 2023, Active Theory / Buttermax launched Fuego Mixtapes in collaboration with Spotify’s in-house creative team. I produced the microsite, which allowed users to build a mixtape full of bangers and submit it for the chance to take over the Fuego feed.

In keeping with the theme, we designed and developed a bunch of mixtape-y animations and fiery WebGL transitions to keep things spicy for users. And of course, we gave users the choice of three different share cards to flex their taste level to all their friends. Fuego was localized into English and Spanish, and available to users on browser as well as the Spotify app.

At the end of the activation, Spotify had 12,000 mixtapes to sift through, and dedicated the Fuego feed to user submissions over three weeks.