Description
Amp, the new live radio app from Amazon, released a brand-new campaign with 72andSunny titled “Find Your Wavelength” that introduces audiences to a vibrant, colourful world of content sharing and music discovery that puts people at its heart.
“Find Your Wavelength” showcases the real humans who broadcast live radio shows via the Amp app, where creators can DJ their own radio shows at no cost alongside some of the biggest names in the industry including Lil Yachty, Josh Richards, Joe Budden, and more.
Using Amp’s fully licensed music library, which is stacked with tens of millions of songs, Amp is a place to hand pick playlists, recommend music, and help users in real time discover new music from the people who inspire them.
A flagship film, “The Garden of Music,” shot by director Edson Oda, known for his highly acclaimed recent film Nine Days, shows an Amp creator taking a metaphorical journey across the app. She lands in a series of magical gardens, each playing a different music style, and pauses to dance every time as she makes her way to the final scene – her own radio show – where we discover that her preferred wavelength is pretty unexpected.
Accompanying the film are high visibility OOH placements in LA, New York and Boston, filled with a youthful and fresh design that combines the Amp brand colors and logo graphics with a lively, playful font that compliments the vibe and energy of Amp creators.
Multiple creators will appear together on billboards, digital, wall paintings and more, introducing Amp with clear, compelling and single-minded messaging that spells out the power of the community and the possibilities within. Lines include: Find Your Wavelength, Music Picked by Humans not Robots, Live Radio Reimagined, Playlist Made with Love by Real Humans, and Play the Music you Love Live on Air.
Pictures of the hosts are shot by well-known photographer Micaiah Carter and all play into a consistent visual identity for the Amp brand that will inform all the work they do down the funnel from organic social to performance media.
“Humanizing technology is something 72andSunny does so well. And working with Amp allowed us to really push the youthful, energetic vibes that make the app such a ground breaking LIVE musical experience.” Matt Murphy, CCO, 72 and Sunny.
This professional campaign titled 'Find Your Wavelength' was published in United States in September, 2022. It was created for the brands: Amazon and Amazon Amp, by ad agency: 72andSunny. This Integrated medium campaign is related to the Electronic Devices industry and contains 3 media assets. It was submitted over 1 year ago.
Credits
Client: Amp
Head of Marketing - Danielle Waldron
Head of Brand & Partnerships - Tiffany Chao
Brand Marketing Manager - Mark Wynohradnyk
Creative Director, Content & Brand Messaging - Josh Rakic
Amp Partner Manager- Gaelen LeMelle-Brown
AGENCY
Agency: 72andSunny
Chief Creative Officer: Matt Murphy
Creative Director: Jeff Lam & Tahirah Byfield Edwards
Senior Writer: Reilly Baker
Design Director: Mike Farrell
Director of Production: Kate Morrison
Executive Producer: Leah Karabenick
Production Coordinator: Shareef Achekzai
Group Brand Director: William Nader
Brand Director: James Burton
Group Director, Partnerships & Legal - Elsa Mitsoglou
Manager, Partnerships & Legal - Marty Cole
Group Strategy Director: Thomas Steiner
FILM PRODUCTION
Film Production Company: Eleanor
Address:
Executive Producer: Sophie Gold
Line Producer: Jeanette Ruli
Director: Edson Oda
Director of Photography: Xiaolong Liu
Production Designer: Tyler Evans
Choreographers: Phillip Chbeeb & Erica Klein
EDITORIAL
Editorial Company: The Den
Address: 2332 S Centinela Ave, Los Angeles, CA 90064
Executive Producer: Jennifer Mersis
Editor: Tobias Sumh
Assistant Editor: Quinn Else
Sr. Post Producer: Kortney Rubottom
MUSIC & SOUND DESIGN
Music Editing by Human
Sound Design and Mix by PostHuman
Head of Sync and A&R - Kamela Anderson
EP - Carol Dunn
Creative Director - Mike Jurasits
Music Editing - John Christopher Barnes
Sound Design and Final Mix - Sloan Alexander
Post Producer and Engineer - Rob Suchecki
VFX/FINISHING
VFX Done by Blacksmith
VFX Shoot Supervisor - John Shirley
VFX Lead - Robert Bruce
Compositors - Aaron Baker, Hieu Phan
3D Lead - Tuna Unalan
3D - Jackie Liao, Michael Marsek, Nick Owoyemi, Ohad Bracha, Joshua Merck
CG FX - Rick Walia
Concept Art - Sita Pawar
VFX Producer - Sam Centore
Head of Production - Perry Tate
COLOR
Color Company: Trafik
Address: 1657 Euclid Street, Santa Monica CA 90404
Executive Producer: Meghan Lang Bice
Color Producer: Phoebe Torsilieri
Colorist: Ricky Gausis
Color Assist: Sam Ziaie
STILLS PRODUCTION (SHOOT 1):
Talent:
Film Production Company: Eleanor
Address:
Executive Producer: Sophie Gold
Line Producer: Jeanette Ruli
Director: Edson Oda
Director of Photography: Xiaolong Liu
Production Designer: Tyler Evans
Choreographers: Phillip Chbeeb & Erica Klein
STILLS PRODUCTION (SHOOT 2):
Talent:
Film Production Company: Eleanor
Address:
Executive Producer: Sophie Gold
Line Producer: Jeanette Ruli
Director: Edson Oda
Director of Photography: Xiaolong Liu
Production Designer: Tyler Evans
Choreographers: Phillip Chbeeb & Erica Klein
STILLS PRODUCTION (SHOOT 3):
Talent:
Film Production Company: Eleanor
Address:
Executive Producer: Sophie Gold
Line Producer: Jeanette Ruli
Director: Edson Oda
Director of Photography: Xiaolong Liu
Production Designer: Tyler Evans
Choreographers: Phillip Chbeeb & Erica Klein
