AMAZON AMP
RUN THE AIRWAYS
YOUR WAY
PRODUCT LAUNCH CAMPAIGN
VIEW WORK
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THE CHALLENGE
Amazon's Amp entered a saturated audio market dominated by established players. Our brief: introduce a live radio app to Gen Z, a demographic fatigued by traditional advertising and skeptical of celebrity-endorsed products. The strategic question wasn't just about driving downloads, but establishing Amp's unique position: a platform where users become creators, not passive listeners.
STRATEGIC APPROACH
We leveraged celebrity partnerships with stars like Nick Cannon, Nicki Minaj, and Halsey as the entry point, but reframed them as validators of the creator experience rather than traditional endorsers. This positioning decision informed every tactical choice: high-impact digital placements (Times Square billboards, social ads) paired with messaging that emphasized agency: "you run the airwaves your way." The celebrity talent demonstrated what was possible on the platform while inviting Gen Z users to step into that same role.
EXECUTION & IMPACT
Led art direction and design across a cross-functional team of designers, animators, and copywriters to develop launch assets including a sizzle video, app store creative, animated stickers, and social content. The cohesive campaign honored Amp's vibrant brand while cutting through digital noise, successfully driving awareness and app adoption among Gen Z users.
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Conceptualized and designed digital and OOH ads to promote Amp, Amazon’s live radio app
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Art Direction + Concept / Design
CREATING HYPE
To help launch the Amp app, we created an announcement launch video. Designed to complement the work being done on the broader brand campaign, we took advantage of marquee talent and a refined visual language to tell an audience-focused product story.
Official brand design was developed by 72andSunny.
SIZZLE
APP STORE PROMO
REACHING FAR AND WIDE
DOOH (Digital Out of Home) displays were unveiled and showcased in Times Square, serving as a dynamic platform for promoting the latest shows and talent from Amp creators.
These displays rotated weekly, offering prime exposure for creators and their content.
CREATOR SNEAK PEEK
Evergreen, talent-forward, direct response videos were created to get folks hyped about downloading Amp and catching their very first show. These ads showcased behind-the-scenes moments with AMP creators and were spiced up with dynamic 2D motion graphics to keep things lively.
MAKING A MARK
Giphy stickers were crafted as a dynamic tool to elevate branding efforts for Amp shows in the digital space. When used strategically, these stickers directly align with the content's message, amplifying viewer comprehension and engagement.
They're versatile across platforms such as Instagram, TikTok, Facebook, and Snapchat, offering a cohesive branding experience across various social channels.
CHALLENGING THE NORMS
The younger crowd knows how to work the internet in their favor. They’re all about apps, using them to connect and explore in their own unique way, no matter what the app was originally meant for.
They’re not about sticking to the status quo, and neither is Amp.
To keep up with this vibe, we whipped up some graphics loaded with text and jazzed up with fun messages that take a playful jab at the usual drawbacks of other social media platforms.
HOTTEST MIC ON CAMPUS
Amp tasked us with developing a logo, messaging, and materials for their college outreach program,
Hottest Mic on Campus. The pilot initiative offered students the chance to go live and win up to $10,000, aiming to boost Amp's visibility on campus.
SOCIAL PROMO VIDEO
SOCIAL STATIC ASSETS + LOGO
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
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