tyronne schaffer
CREATIVE DIRECTOR // Art
Music is scientifically proven to activate the same pleasure centers in your brain as nicotine does. Just as smoking affects things like tension, anxiety and mood, music helps regulate those same physiological and psychological functions to trigger a dopamine release. We used this insight to fuel a partnership with Nicorette + Spotify, creating personalized playlists engineered to help satiate nicotine cravings.
We teamed up with the Berklee Music and Health Institute to compose unique tracks crafted to help curb nicotine cravings. We then used Spotify's AI algorithm to detect the attributes of Berklee's songs, which evaluated the tracks along with a smoker's listening history to generate individualized playlists. The playlist data will further the scientific understanding of music's power in smoking cessation, and help smokers take healthier breaks.
