RUN THE AIRWAYS
YOUR WAY
CLIENT /
Amazon Amp
ROLE /
Multi-Channel Campaign Design, Art Direction, Concept Strategy
SCOPE /
Social, OOH, Display
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 films 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.
SIZZLE
SIZZLE + PROMO / DEFINING THE BRAND ANCHOR
To launch the app, we needed a core asset that anchored Amp’s position as a premium entertainment destination. The goal was to tell an audience-focused product story that felt like a cultural moment rather than a mundane platform launch.
Leveraging marquee talent and a refined motion language to bridge the gap between "celebrity" and "product." We used high-energy transitions and a bold, typography-driven style to ensure the video felt as fun and dynamic as the app itself. Additionally, ensuring that it aligned with the work being done on the broader brand campaign.
Official brand design was developed by 72andSunny.
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.
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.
SOCIAL STICKERS / DECENTRALIZED DISTRIBUTION
GIPHY stickers were crafted as a strategic growth tool. By creating a bespoke sticker library, we turned our users into a decentralized marketing team.
I led the conceptualization and design direction of animated stickers that functioned as social currency. These weren't just illustrations; they were emotional reactions and show-specific motifs that creators could use to customize their own IG and TikTok stories. This turned every creator’s personal promotion into a unified brand touchpoint.
SOCIAL GRAPHICS / CHALLENGING THE NORMS
Gen Z interacts with digital spaces in highly unconventional, non-linear ways. They prioritize authenticity over polished corporate messaging and often use platforms in ways never intended by the developers. To align Amp with this "anti-status quo" mindset: I led a visual strategy that took playful jabs at the limitations of legacy social platforms, positioning Amp as the unfiltered alternative.
I conceptualized a visual style rooted in abstract collages. By mixing photography, emotive shapes, and minor illustrative accents, I broke away from rigid corporate grids. I developed the initial mockups and oversaw the execution of the full suite: ensuring the typography felt expressive and "funky" rather than clinical. This mixed-media approach allowed the brand to feel like a living, breathing creator-led entity rather than a static tech product.
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