Inspired by the highly shareable format of Spotify Wrapped, this year-end social campaign transformed the Journal of Thoracic Oncology’s 2025 content into a personalized-looking “year in review” experience for its scientific audience.
The challenge was to take a format typically associated with music, personality, and entertainment and make it meaningful for a highly specialized medical audience. I translated the familiar “your year in numbers” concept into editorial metrics—highlighting the journal’s most-cited articles, research, and impact through bold, data-driven graphics designed for social media.
The visual system uses strong typography, oversized numbers, bright color, and varied compositions to create the energy and shareability of a Wrapped-style campaign while maintaining the credibility of a scientific publication.
Same idea: look back at your year. Different soundtrack.