RUN THE AIRWAYS
YOUR WAY
CLIENT /
Amazon Amp
ROLE /
Concept + Creative Direction,
Art Direction, Design, Illustration, Storyboards + Motion Direction
SCOPE /
Social Graphics and Videos, DOOH, Display Ads
01
THE CHALLENGE / BREAKING THE LISTENER ONLY HABIT
Amazon Amp entered a saturated audio market dominated by passive streaming giants. To succeed, we had to introduce a live radio app to Gen Z,
a demographic famously fatigued by traditional celebrity endorsements and corporate broadcast mentalities.
Our task was to boost awareness by shifting the narrative from just "Listen to Celebs" to "Run the Airwaves." We needed to establish Amp not as another player, but as a platform where users are the primary creators.
THE STRATEGY
To bridge the gap between big tech and street credibility, our strategy centered on peer-to-peer validation. We reframed our celebrity partners (Nicki Minaj, Halsey, Nick Cannon, etc.) not as legacy endorsers, but as "First Creators." By positioning these icons as fellow users of the app, we created a bridge of credibility.
This informed a "High-Low" visual system that functioned at two distinct speeds: The "high" speed: polished, high-authority brand awareness via DOOH and sizzle videos to signal scale and big stage potential. The "low" speed: scrappy, text-heavy social graphics and behind-the-scenes content that mirrored Gen Z’s "lo-fi" aesthetic to drive authentic, community-led engagement.
BRAND DESIGN
Official brand design developed by 72andSunny.
SIZZLE + APP STORE PROMO / DEFINING THE BRAND ANCHOR
To launch the app, we needed a core asset that anchored Amp's position as a premium entertainment destination, one that felt like a cultural moment rather than a routine platform launch. I developed early conceptual boards for the Sizzle film, exploring how motion and typography could bridge "celebrity" and "product"; The tone and energy it established carried through into the assets I did lead.
For the App Store Promo, I conceptualized/designed the full video and the accompanying app store statics, implementing high-energy transitions and bold, typography-driven design to keep it as dynamic as the app itself, while staying aligned with the broader brand campaign.
ROLE: Concept/Art Direction, Storyboard Development, Design, Motion Direction
SIZZLE
APP STORE PROMO - VIDEO + BOARDS
APP STORE PROMO - STATICS
OUT OF HOME / SCALING CATEGORY AUTHORITY
We utilized high-visibility digital out-of-home placements in Times Square not just for reach, but for validation. By placing creators on the world’s most iconic stage, we signaled that Amp was the premier destination for talent.
We designed a modular template that allowed us to swap in real-time show schedules and featured talent, ensuring the creative stayed timely, engaging, and easily identifiable with the larger campaign.
These displays rotated weekly, offering prime exposure for creators and their content.
ROLE: Concept/Art Direction, Design, Motion Direction
DOOH TEMPLATE / VERSION A (NYC)
DOOH TEMPLATE / VERSION B (NYC)
BTS SOCIAL VIDEOS / HUMANIZING THE CREATOR JOURNEY
To drive app downloads, we moved away from polished commercials and toward behind-the-scenes authenticity. We identified that Gen Z responds better to the process than the product.
I led the art direction/design for a suite of talent-forward direct response videos (e.g. concept, storyboard development, etc. We spiced up raw footage with assertive, high-energy 2D motion graphics.
This created captivating visual tension between professional branding and creator-led content, making the "download" call-to-action feel like an invitation to a community rather than a stale sales pitch.
ROLE: Concept/Art Direction, Storyboard Development, Design, Illustration, Motion Direction
STORYBOARD EXAMPLE (HALSEY BTS VIDEO)
To keep every video flexible but cohesive, I built a repeatable framework: a focused palette per talent, distilled from Amp's vast color range down to roughly three colors so each video has its own personality while staying unmistakably on-brand, and four core frames that form the storyboard backbone of every video, starting with a follow button frame as the community hook, then a dynamically animated super frame that delivers the key message, a talent + UI frame that pairs the creator with the app experience, and an end card with the logo and final CTA. Where the copy and audio called for it, we layered in kinetic type and small animated accents to reinforce what was being said. Every decision upheld Amp's brand guidelines, proving that raw, creator-led content and a rigorous brand system can work together.
PROCESS → THE SYSTEM BEHIND SPONTANEITY
BTS VIDEOS
SOCIAL GRAPHICS / CHALLENGING THE NORMS
Our objective was to drive downloads by leaning into the social behaviors that actually define how Gen Z uses apps with friends, interactivity, and shared experience within communities. The brief moved in two phases: Phase 1 tested text-forward ads inside Amp's existing brand identity. Phase 2 pushed further, exploring five entirely new creative territories built around Amp as a user-generated platform with a low bar to create, even for people who don't see themselves as "creators."
Challenge the Norms was the territory I developed for that second phase. Gen Z interacts with digital spaces in unconventional, non-linear ways, and prioritizes authenticity over polished corporate messaging. To meet that mindset, I conceptualized a visual style built on collages, mixing photography and emotive shapes to break from rigid grids and feel like a native discovery in-feed rather than an ad. I developed the initial concept/direction and design, then oversaw a designer through execution of the full suite, keeping the typography expressive and "funky" rather than clinical.
ROLE: Concept/Art Direction, Design
SOCIAL STICKERS / DECENTRALIZED DISTRIBUTION
GIPHY stickers are an organic, social-forward way to boost branding and visualize key selling points. We outlined core themes from the marketing toolkit that we felt would translate well into stickers and support creators in promoting their shows. These functioned as social currency, emotional reactions and show-specific motifs that creators could use to customize their own IG and TikTok stories, turning personal promotion into a unified brand touchpoint.
ROLE: Concept/Art Direction, Motion Direction
HOTTEST MIC ON CAMPUS / COMMUNITY BUILDING
To win the college market, we needed to move from a global brand to a local one. To spearhead this initiative, Amp developed a pilot program, “Hottest Mic on Campus” that incentivized student creators to go live on Amp for a chance to win up to $10,000, aiming to boost Amp's visibility on campus.
I developed the logo and outreach materials for the "Hottest Mic on Campus" pilot.
ROLE: Concept/Art Direction, Storyboard Development, Design, Motion Direction
SOCIAL PROMO VIDEO
SOCIAL STATIC ASSETS + LOGO
THE TEAM
Angela Sturrus –– CREATIVE DIRECTION
Cat Thielen –– SR. ART DIRECTION
Danielle Chesney –– COPY
Phil Zhang –– DESIGN
Maggie McNarama –– MOTION DESIGN
Isabelle Souri –– MOTION DESIGN
Tomi Rosanwo