RUN THE AIRWAYS
YOUR WAY
PRODUCT CAMPAIGN /
WITH AMAZON AMP
Amazon’s new live radio app, Amp, needed to introduce itself to Gen Z as the go-to platform for real-time music and creator interaction. With a fun, vibrant brand, Amp allows users to host live shows, play their favorite hits, and tune into celebrity-led broadcasts from stars like Nick Cannon, Nicki Minaj, and Halsey. The challenge was cutting through the noise in a crowded digital space to drive app downloads and impressions.
To achieve this, we focused on digital marketing with high-visibility placements, social ads, and celebrity partnerships, producing key assets like a sizzle video, app store promo, digital billboards in Times Square, animated stickers, and social graphics. By working closely with a team of designers, animators, and copywriters, we crafted engaging content that reflected Amp’s youthful tone, successfully boosting awareness and driving app downloads.
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Developed digital and OOH ads to promote Amp, Amazon’s live radio app
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Art Direction/Concept, Design
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SIZZLE + APP STORE /
CREATING HYPE
To help launch the Amp app, we created an announcement sizzle 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 design branding was developed by 72andSunny.
App Store Promo
BILLBOARDS /
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.
SOCIAL VIDEO ADS /
CREATOR CALLOUT
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.
SOCIAL STICKERS /
PUTTING AMP’S STAMP ON SOCIALS
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.
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SOCIAL GRAPHICS /
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.
OUTREACH /
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 Video Promo
Social Static Assets + Logo
TEAM
Angela Sturrus –– CREATIVE DIRECTION
Cat Thielen –– SR. ART DIRECTION
Danielle Chesney –– COPY
Phil Zhang –– DESIGN
Randy Renteria –– DESIGN
Maggie McNarama –– MOTION DESIGN
Isabelle Souri –– MOTION DESIGN
Tomi Rosanwo –– ART DIRECTION/CONCEPT, DESIGN
LIVING DECALS