AMP - LIVE RADIO REIMAGINED
Whereas most music discovery apps use algorithms to pick songs for you (often leading to expected results), Amp puts real, live human beings and their real love for music back at the center of your listening experience. And unlike traditional radio, anyone can host a show from their phone, which means you'll find music that real people, not slick corporations, want you to hear. It's bursting with life, personality, and true discovery. Something we channeled into a design identity and executed through a thoughtful photography and typography approach that lived in OOH and across their paid digital ecosystem.
To give it a launch moment in premium digital and broadcast media, we took viewers through a metaphorical journey of what it feels like to explore the app and all of the hosts on the platform. The film, The Garden of Music, follows a young dancer along a journey of music discovery, meeting all kinds of real creators including Lil Yachty and TikTok star Josh Richards. In the end, she decides to start her own Amp show dedicated to an unexpected genre: death metal.
Role: Group Brand Director
Film
Design & Photography
OOH
