But I knew we had to go big.

So, I suggested we do a ten-day countdown to the competition opening. And at the time, Taylor had ten albums. So I went through every song (Taylor’s Version) and found a lyric from each album to create teasers which became less and less cryptic the closer we got to the final day.

And I bugged a designer into using colours that matched each album and made sure the typeface for each day matched too (Handwritten for 1989, gothic-ish for Reputation), but I don’t need to explain that to you.