Amplify, a global creative agency known for bridging the gap between people, brands, and culture, has launched FUTURES, a new practice dedicated to driving innovation through emerging technologies. This innovation hub aims to empower brands to navigate and embrace the rapidly evolving landscape of creative technology, entertainment, and intellectual property (IP), creating captivating brand experiences that capture audiences and transform interactions.
Blending Innovation with Brand Storytelling
At its core, FUTURES is designed to help brands craft immersive worlds and memorable stories by leveraging cutting-edge technologies. From artificial intelligence to interactive installations, FUTURES offers a dedicated platform to explore new possibilities. This vision is already shaping Amplify’s work for global giants such as Nike, Google, PlayStation, and Samsung.
According to Ed Hallam, Innovation Creative Director, “Amplify continues to be known for innovation, pioneering non-traditional forms of marketing and technology. Each project moves the dial forward, infusing technology and demonstrating the art of possible.”
Hallam’s leadership, alongside Head of Special Projects Izzy Kertland, brings vast experience and passion for blending tech innovation with brand storytelling. Their portfolio includes groundbreaking collaborations with brands like Nike, resulting in patented innovations such as Cryptokicks and dot.SWOOSH.
Experiment Series Driving Innovation
FUTURES operates an Experiment Series, a program dedicated to rapidly building and testing new ideas. Over the past 18 months, Amplify has partnered with creative technologists, including AI specialist Eoghan O’Keaffe, Kai Labs’ Sean Malikides, and artist Tigris Li, to bring groundbreaking prototypes to life. One such project, involving the creation of generative art installations, will be showcased in the summer of 2024.
Tim Baggott, Executive Creative Director at Amplify Australia, explained how this practice opens new doors: “The insights and collaborator relationships forged with FUTURES have opened doors to new possibilities for the work we create with our brand partners.”
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A Global Perspective on Innovation
FUTURES will draw expertise from Amplify’s global offices in London, New York, Sydney, LA, and Paris, with a key team led by Hallam, Kertland, and Australian-based ECD Tim Baggott, alongside Creative Lisa Aoyama and Group Business Director Kate Maidment. Their collective experience will shape Amplify’s future work, helping brands transcend traditional formats and build experiences that resonate globally.
About Amplify
Amplify is a global creative agency, specializing in experience and culture. Named both ‘Brand Experience Agency of the Decade’ and ‘Global Experience Agency of the Year’, Amplify works with some of the world’s most forward-thinking and progressive brands including; Activision, Airbnb, Google, Netflix, Nike, Pinterest, PlayStation, Porsche and Spotify, creating campaigns and experiences that join the dots between people, brands and culture. Headquartered in London but operating all over the globe, Amplify also has hubs in Paris, LA and Sydney. 2023 saw Amplify launch its worldbuilding thought leadership and film series at SXSW, sharing insights and perspectives from pioneering brands and cultural visionaries on breaking formats and creating culture that lives beyond individual campaigns. The agency is also the creative mind behind Young Blood, a research platform focused on modern youth culture. Amplify’s expertise is complemented by its audience specialist agencies. Seed’s focus is the student, Gen Z and young creators globally whilst Wonder is reimagining the worlds of work, business, education and entertainment for B2B and B2E audiences.
Amplify Australia creates integrated campaigns and experiences designed to connect meaningfully with audiences. They help Google, Converse, Nike, Spotify, YouTube, PlayStation, Campari, and many more of the world’s most prestigious brands to turn consumers into fans. As leaders in youth insight, Amplify is also the creator of Young Blood: a deep dive into modern Australian youth culture that is shaping comms for a wide range of youth-focused brands.
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