Our global showreel.
Watch our showreel for a glimpse at what we do.
Hi Netflix.
We're Amplify.
A global creative agency specialising in experience, entertainment + culture.
We create ideas that traverse channels and all the spaces in between, driving business transformation through the power of culture.
Thinking globally, activating locally.
We solve problems. We break formats. We build worlds. We create culture.
Our work with Netflix.
A longstanding client - agency relationship.
Amplify and Netflix have partnered to create culturally-driven brand experiences that bring the world's most iconic stories to life, from intimate premieres to large-scale global events that extend the power of the IP long after the credits roll.
Our journey began in 2017 with an 8-week turnaround at Cannes Film Festival, and we've since built a lasting global relationship spanning our London, Paris, and Sydney offices. Together, we've delivered premieres, launches, immersive experiences, junkets, and screenings across some of Netflix's biggest titles, from The Witcher and Stranger Things to Wednesday and Squid Game.
Some of our proudest work remains the final season of Casa Del Papel, a 3-month campaign that blurred the lines of the IP, culminating in a reality show with cast members and 'El Legado', a 5,000-strong finale broadcast in 10 languages to over 2 million people worldwide.
See below for our most recent global work with Netflix.
Stranger Things Season 5
To mark the final season of Stranger Things, Netflix partnered with Amplify to give Australian fans a send-off as epic as the show itself. We turned the Down Under into the Upside Down, seeding strange disturbances across the country through special-build OOH, creator content, and a dedicated Instagram broadcast channel that invited fans to track clues, crack the code, and decode the final location together.
All signs led to Sydney Harbour. At sunset, using holographic technology, we split the skyline with a towering rift, revealing Vecna and Demogorgon looming over the city with the Sydney Harbour Bridge behind them. The moment was captured, shared, and broadcast worldwide, proving Australia could host a stunt as strange and spectacular as the show itself.
Read the case study here.
Le Beach Club de Mercredi
When Netflix needed to launch Wednesday in Paris during the quietest month of the year, Amplify saw an opportunity to subvert the summer mood entirely. In partnership with Paris Plages, we created Le Beach Club de Mercredi. A beach along the banks of the Seine that Wednesday Addams herself might have designed, turning sun and sand on its head with a darkly delightful twist on the traditional summer scene.
Set beneath the Musée d'Orsay, the activation launched with an unforgettable event featuring Jenna Ortega, Tim Burton, a full orchestra, and some of Paris's most exciting artists, before rolling into weekly programming as gothic as the show itself. A uniquely Parisian moment that brought fans closer than ever to one of Netflix's most iconic characters.
Read the case study here.
Squid Game 3
To count down to the final season of Netflix's most-watched title ever, Amplify Australia designed a disruptive campaign that blended Squid Game's iconic world with K-culture and real Australian communities. Launching a month ahead of release, a playfully sinister OOH campaign hit Melbourne's streets near Federation Square, with a bold countdown clock updated daily and motion placements featuring Young-Hee and Chul-Su's eyes tracking passersby, giving fans the unsettling feeling they were being watched.
The campaign culminated in a full takeover of Melbourne's annual Korea Festival, where fans could play Red Light Green Light with an operational Young-Hee doll, take on a Recruiter in ddakji, and immerse themselves in iconic Squid Game backdrops. On launch day, all media switched to "GAME OVER" signalling the final game had begun.
Read the case study here.
Experience, entertainment + culture.
We are lucky to work with some of the most innovative and progressive brands globally, often working as an extension of the team creating global campaigns, toolkits and campaigns that are activated locally, both delivering directly through our global hubs and / or supporting and managing local teams, agencies and individuals. We're as committed to 'doing good' as doing 'good work' and leading with responsibility. In 2023 Amplify was globally B-Corp accredited.
Our Capabilities.
Multi-Territory Thinking + Activation.
We have a wealth of talent that has worked with Netflix across key territories ranging from the UK, Europe, Middle East, South East Asia and India and Australia, however each project has a specialist team that is dedicated to this. In terms of how we activate, we think globally but work hyperlocally.
Amplify take a global / local approach, with hubs in London, LA, Paris, New York and Sydney. We are often spearheading and supporting campaigns taking place across multiple markets. The Play Has No Limits launch of PlayStation 5 is a great example, with 27 events in 25 countries in 24 hours. Amplify concepted, managed and delivered Stranger Things 5 and Wednesday Beach Club for Netflix in key cities of Sydney and Paris with local agencies delivering events in further cities following our guidelines and guidance.
Broadcast. Livestream. Content.
This era of creator culture is rewriting the script of storytelling. We work with brands that want to go Off Script. Brands that want to break the format of branded entertainment and IP, by harnessing a new era of storytelling styles, tools and creators, such as with the finale of Netflix’s very own 'Casa del Papel' - which translated the IP into a reality show and a global broadcast.
Amplify has in-house expertise in creating events, shoots and livestreams ensuring both the URL and IRL experience is maximised, never compromised. We take a magazine format, often broadcasting tailored versions in multiple languages incorporating bespoke filming, shoots and local content.
Talent, Creator + Collaboration Focused.
We have a Co.Labs team dedicated to creators, communities and partnerships. We believe in the power of getting under the skin of real people to help brands understand their potential role in culture. Creators, influencers, talent and communities are an extension of a brand’s audience and have the power to influence everything from cultural relevance to buying decisions, and so we believe understanding the power of collaborations is key to brand success.
Disruptive Media + Installations.
Following pioneering anamorphic for the launch of the PlayStation 5, increasingly Amplify had been used as a go to agency for creative technology, installations and disruptive media. Our latest feat was for Stranger Things 5 premiere in Australia.
Amplify also have a dedicated FUTURES division, with a team of creative technologists who are as creative as they are solutions orientated.
Small but effective.
Good ideas don’t need to cost the earth. Often when budgets or timelines are limited is when creativity and creative problem solving can prevail - whether finding a venue that does the job, through a collaborative partnership or a killer idea that cuts through. Amplify also has a specialist youth and gen z focused agency. Seed specialise in fusing brand experience, creator and content - and are used by brands such as Adobe. Amazon, Lululemon, New Balance and Spotify to seed and launch new IPs, products and services.
More info.
Approach
Find out moreWe were founded as a 'home for creative people and clients' on a shared mission to join 'the dots between people, brands and culture'. We know we have two clients, both the brands that give us the killer briefs and the often hard-to-reach audiences they're trying to engage. Through our campaigns, we find cultural spaces where a brand and audience can come together to create conversation, community and culture - building loyalty and long-term relationships.
We ensure brands cut through in this busy, saturated and complicated world by creating simple, moving and effective campaigns that are empathetic, often living across multiple channels.
Capabilities
Find out moreWe place narrative design + storytelling at the heart of everything we create.
That's why we believe the more we blur the lines between physical experiences and online digital experiences, the more we can captivate our audience with brand stories designed to be shared. This belief has led us to continue crafting the creative services we offer, all through the lens of experience, entertainment, and culture. This allows us to create ideas, campaigns, experiences, and platforms that can be amplified at every touchpoint and across the entire media mix, traversing channels and all the spaces in between.
Specialisms
Find out moreThrough our initiatives, we explore how worldbuilding puts the audience at the heart of a brand, how story-driven content better connects to culture, how brand collaborations can turn cultural worlds on their axis, and how new technological advancements shape the world around us.
Responsibility
Find out moreWe lead with responsibility. It has always been important to us to think and act responsibly. This is why everyone at Amplify is committed to adopting considered and conscious decision-making when creating campaigns on behalf of our clients, with the goal of moving culture forward with a positive and long-lasting impact.
Our work-in-progress mentality means that we aim to improve the impact we have on our people, the wider cultural landscape our work exists within and the planet we live on. Always questioning the little things to constantly innovate and find the inch of improvement that adds up to something bigger.
Our breadth of work and accountability, driven by our ongoing belief that we are 'always a work in progress,' have led us to become a Certified B Corporation™ across all our global offices.
Culture Briefings
Find out moreCulture matters because it defines us. Forming the building blocks of our identities – from fashion to music, sport to wellness and everything in between – culture is what people really care about. That's why brands need to engage their audiences through culture, facilitating, complementing and contributing to the lifestyles and identities they are looking to create.
Culture briefings help you keep up to speed with innovations and evolutions happening across the cultural spectrum, mapping opportunities, learnings and need-to-knows that can keep brands afloat amidst the cultural riptide.
