For the launch of Bad Bunny's debut album, X 100PRE, Spotify wanted to create an experience that felt as unexpected as the artist introducing himself to the world. The answer was already hiding in plain sight. Months earlier, Bad Bunny had appeared at the American Music Awards with a third eye on his forehead, a symbol he described as having the power to see everything, the truth. The same eye would later appear on the album cover.

So we gave it a mind of its own.

We created Ask El Ojo, part Magic 8 Ball, part Zoltar, reimagined through the irreverent and uniquely Bad Bunny world that was beginning to take shape. An interactive digital oracle that transformed his all seeing third eye into something fans could actually talk to. Ask it about love, work, money, or whatever was on your mind, and El Ojo would look into your future and deliver a prediction. If you didn't know what to ask, it would tell you what 2019 had in store anyway.

But the experience wasn't simply wrapped in Bad Bunny's visual identity. It spoke in his language. El Ojo understood English, Spanish and Spanglish, and its predictions were written using references and song titles from X 100PRE. The album wasn't something advertised around the experience. It became the vocabulary of the experience itself.