Amplify's new Innovation Practice "FUTURES" Releases Prototypes to Drive Experiences + Culture

Amplify's new Innovation Practice "FUTURES" Releases Prototypes to Drive Experiences + Culture

Sep. 11, 2024

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.

We scroll a mile every day, and it’s clearly impacting our mental health. But how can you convince someone to escape the DoomScroll when they don’t even know they have a problem? Enter DoomScroller by FUTURES, a device that reveals your secret scrolling habit and turns it into a receipt. DoomScroller, which has been designed in collaboration with Kai Lab’s Creative Technologist, Sean Malikides, merges the physical and digital worlds, allowing us to see a greater cause and effect of our digital actions.

DoomScroller is one of three prototypes revealed by FUTURES, the Amplify-owned dedicated innovation practice focused on exploring the interconnected space between creative technology, entertainment and IP. FUTURES believe in the power of community – so today they have made it possible to download their code and access the research. 

Sonic spatial AI tool, Space Beats, allows artists and fans to co-create music, using movement as a prompt. Designed in collaboration with Creative Technologist Eoghan O'Keaffe, Space Beats enables a musician to place melodies in space using GPS, as fans move between points a new track is generated based on their co-ordinates. Different guests can play various musical roles and collaborate in new ways - however, this newly generated music all comes from the artist's vision but is mediated by AI. FUTURES have released the code as part of their prototype drop. 

Next in development is an object designed to help bring people closer together no matter the distance. Created in collaboration with Tigris Li, Sonic Affections allows users to relive the emotions expressed in conversation. Using sentiment analysis AI, academic research in haptic design and our physiological responses we can evoke the same reactions that the person speaking originally felt. FUTURES are drawing back the curtain, allowing access to the Sonic Affections research.  

Led by Innovation Creative Director, Ed Hallam and Head of Special Projects, Izzy Kertland,  FUTURES pulls 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.

Ed Hallam, Innovation Creative Director, said:

“FUTURES is a hopeful look ahead to imagine the possibilities of technology for the future of experience and campaign storytelling. Our goal is to ultimately build ideas that don’t exist today through our experiments and prototypes. By allowing others to download our code and access our research we hope collaboratively we can continue to create experiences and stories that serve a culture that is constantly being reshaped.”

Related News

Sep. 24, 2024

Amplify Brings Korean Snack Culture to the Streets of LA and New York for O'Food and Jongga

The "JO'Bunsik activation" involved a food truck tour across LA this weekend

Jul. 12, 2024

Amplify Brings Bloomberg Media's Inaugural Bloomberg Green Festival to Seattle

The four-day festival that began on July 10 is taking place at Marion Oliver McCaw Hall and Seattle Center Ground

Jul. 11, 2024

Hasbro's FURBY Makes Mischief in New York City Through Immersive Activation

The campaign, which runs from the 10th of July to the 17th of July, will deliver a wide range of surprise and delight moments

Latest News

Oct. 04, 2024

Ad of the Day | Corona Turns Sun into Lime Slice During Solar Eclipse

The brand photographed the phenomenon seen this week in different parts of the world to show Corona's harmony with nature

Oct. 03, 2024

Forsman & Bodenfors Brings its Singapore Group Creative Director Ivan Guerra to its NYC Hub to Bolster Creative Leadership

Forsman & Bodenfors (F&B) has expanded its creative leadership in New York