RUN THE AIRWAYS
YOUR WAY
CLIENT /
Amazon Amp
ROLE /
Concept + Creative Direction,
Art Direction, Multi-Channel Campaign 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 shift 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"; a different direction was ultimately selected for production, but the tone and energy it established carried through into the assets I did lead.
For the App Store Promo, I storyboarded the full video and designed the accompanying app store statics, 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.
SIZZLE
APP STORE PROMO
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.
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. 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.
BTS VIDEOS
STORYBOARD EXAMPLE
Each video would display these 4 core frames and utilize 3 core colors.
CORE FRAMES & COLORS
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 and direction, then art-directed a designer through execution of the full suite, keeping the typography expressive and "funky" rather than clinical.
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. Specifically, small, looping GIFs that creators could layer onto their own content and use across a wide range of social platforms.
The library grew out of a full-team brainstorm; from that process, I conceptualized 7 of the 17 stickers that made the final set. 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.
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 –– ART DIRECTION/CONCEPT, DESIGN