100 Best Albums is Apple Music’s initiative celebrating its inaugural list of the greatest records ever made. Curated by the Apple Music editorial team, the list is driven by Apple’s deep connection to music and its creators, and is entirely independent of streaming numbers.

As part of the creative team at Optimist, I developed activation ideas centered around the campaign’s golden artifacts—each representing an album—designed to build anticipation through teasers and culminate in a two-week countdown revealing the top five albums.