The global creative agency, Amplify, has announced the launch of FUTURES — an innovation practice designed to help brands navigate creative technology, entertainment and IP. This new offering will enable brands to embrace emerging technologies and allow them to ‘immerse audiences, capture imaginations, and co-create worlds’.
Ed Hallam, Innovation Creative Director, and Izzy Kertland, Head of Special Projects, will lead FUTURES across London, LA, New York, Sydney and Paris. The team will also include ECD Tim Baggott, Creative Lisa Aoyama and Group Business Director Kate Maidment.
According to a press release, Hallam has experience working with brand-side innovation teams (Google, Warner Media, Nike); Kertland is a specialist in innovation production, with Cannes Lions and D&AD recognising her work for ASICS.
Amplify’s new offering will feature an ‘experiment series’ where Creative Technologies from various disciplines will build and test new ideas as well as create prototypes. FUTURES will also invite brands and audiences to take part in this series by downloading codes that give them access to the research.
‘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,’ Hallam said in a statement. ‘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.’
Featured image: FUTURES team / Amplify
