girlpuppy’s album Sweetness is an album rooted in grief, healing, and emotional honesty. I helped create an interactive breakup-themed activation that lets fans input what they’re feeling and receive a personalized playlist blending songs from Sweetness with curated recommendations. The goal was to extend the album’s emotional world into a digital space that fans could return to and share.
THE BREAKUP MIXTAPE
Inspired by girlpuppy’s love for CD’s and the album’s themes of heartbreak and emotional processing, I helped build a simple on-site tool where fans choose their “stage” (shock, denial, anger, bargaining, acceptance… etc.) and receive a playlist curated by girlpuppy that reflects their mood. Each playlist included one Sweetness song paired with handpicked tracks that deepen the theme.
This gave the release a shareable, customizable emotional hook: something fans could play with and post about.
RESULT:
The activation became a cool post-release moment that generated strong engagement and expanded the emotional storytelling of Sweetness into an interactive experience that resonated with fans.