Amplify, the global creative agency that joins the dots between people, brands and culture, has launched FUTURES, a dedicated innovation practice focused on helping brands embrace and navigate creative technology, entertainment and IP. FUTURES will utilise the power of technology to immerse audiences, capture imaginations and co-create worlds.
FUTURES is part of Amplify’s continued mission to help brands build worlds and break formats with a dedicated offering harnessing the power of emerging technologies to create memorable brand stories and experience. As an offer FUTURES is already being woven into the DNA of the agency, influencing and shifting the direction in Amplify’s brand work for clients including Activision, Converse, EPIC Games, Google, Nike, PlayStation and Samsung.
FUTURES will be led by Innovation Creative Director, Ed Hallam and Head of Special Projects, Izzy Kertland, pulling together the passions, expertise and experience across Amplify’s global offices in London, LA, New York, Sydney and Paris – including ECD Tim Baggott, Creative Lisa Aoyama and Group Business Director Kate Maidment..
Innovation Creative Director Ed Hallam brings a passion and proven track record for combining innovation and technology with brand storytelling, building meaningful user experiences. Hallam’s background includes working as an extension to brand-side innovation teams including Google, Warner Media and Nike, the latter on patents resulting in Nike’s seminal Cryptokicks and dot.SWOOSH.
Head of Special Projects Izzy Kertland has over a decade of experience pioneering brand experiences, campaigns, content, digital interactives and exhibitions for brands and cultural institutions. As a specialist in innovation production focusing on new and emerging technologies, Izzy’s work for ASICS has been recognised by Cannes Lions and D&AD.
FUTURES run an experiment series – a program designed to build and test new ideas at speed, creating prototypes to drive the future of experience and campaign storytelling. In the last 18 months Amplify has collaborated with Creative Technologists from across a variety of disciplines – Eoghan O’Keaffe, an AI specialist; Sean Malikides who creates electronic, mechanical and sonic artworks with his design practice Kai Labs; and, Tigris Li, an Artist and Creative Technologist whose collaborative work with FUTURES will be showcased in Summer 2024. Most importantly, FUTURES believe in the power of community so will be inviting brands and audiences to be a part of this work, making it possible to download a code and access research through a series of prototypes drops.
Ed Hallam, Innovation Creative Director, said: “Amplify continues to be known for innovation, pioneering non-traditional forms of marketing and technology. 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; helping Converse create a platform for emerging creative technologists to make their craft centre stage; through to Sonos, building a music world-first that gives the listener goosebumps every listen.”
Jonathan Emmins, Founder + Global CEO, added: “Amplify is lucky enough to work with some of the most innovative and progressive brands globally. Amplify’s role is to firmly keep our clients one step ahead, helping brands navigate the today and tomorrow. FUTURES is a further commitment to where our innovation work is heading and the natural evolution to how Amplify is adding value to our clients.”
