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Objective
To help launch their new live radio streaming app, we partnered with the team at Amazon to create an announcement sizzle video aimed at attracting creators to the beta program. Designed around a new dynamic type and motion system, we prioritized demonstrating the platform's audience-building features that we knew influential creators would find most compelling.

After the sizzle launched and prominent creators like Nicki Minaj, Pusha T, and Joe Budden started going live on Amp, we created digital billboards for NYC and LA to maintain momentum.

With the beta program wrapped and an active community of creators recording content, we began developing a new video in support of the public launch. 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.