Global creative agency Amplify has launched FUTURES to help brands utilise the power of emerging technologies.
The innovation will help brands embrace and navigate creative technology, entertainment and IP.
The initiative will be led by innovation creative director, Ed Hallam and head of special projects, Izzy Kertland, along with support from Amplify’s global offices in London, Sydney, Los Angeles, New York, and Paris.
FUTURES is already influencing the direction in Amplify’s brand work for clients including Activision, Converse, EPIC Games, Google, Nike, PlayStation and Samsung.
Hallam said each project moves the dial forward, infusing technology demonstrating the art of possible.
“Whether that is for Nike harnessing the power of music and energy from a party to transform a 15-metre sneaker installation into a generative art piece through to helping Converse create a platform for emerging creative technologists to make their craft centre stage," he said.
Amplify’s Australian-based ECD Tim Baggott said the company is building and testing new ideas to drive campaign storytelling.
“Whilst innovation has always been a central part of Amplify’s global creative culture, the insights and collaborator relationships forged with FUTURES have opened doors to new possibilities for the work we create with our brand partners,” he said.
“In Australia these include Samsung: Chorus of Light, which integrated AI sentiment analysis to deliver an interactive installation at VIVID that responded to the meaning of spoken messages and Sonos Frisson Trigger, which saw us bring neuroscience research to spatial audio hardware to engineer a ground-breaking track that gives every listener goosebumps.”
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