Our global showreel.
Watch our showreel for a glimpse at what we do.
Hi Nike.
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 Nike.
A longstanding client - agency relationship.
Nike and Amplify have partnered to create innovative and future-focused brand experiences that put culture and audience at the core and leave a cultural footprint long after the campaign has finished.
As an early doors client for Amplify, we’ve since gone on to work across the Converse, Jordan and Nike brands globally, with our London, Paris and Sydney offices all currently working on relevant projects and campaigns. Our work spans brand experience, content, creator, OOH, partnerships, shoots, music, culture and sports.
Together, we have worked to elevate key moments within the Nike marketing and product-launch calendar through multi-location broadcasts for fans and grassroots trailblazers on SNKRS Day, content creation to launch new product using innovative projection mapping technology on Air Max Day and an interactive brand experience to celebrate Nike’s role on the global football stage.
See below for our most recent global work with Nike.
Shox: No Brakes
To celebrate 25 years of Nike Shox as a London style staple and launch the new Shox Z, Amplify took a Shox mega-truck to the streets of the city, showing up in the spaces where London's most passionate, unconventional communities live.
From a karting track in East London with motorbike and beauty collective Cap Girls Garage, to the buzzing crowds of Second Life Markets, the truck became an activation space rooted in authentic cultural connection. The campaign came to life further through collaborations with London creatives Ancuta Sarca and Gina Corrieri, hosting fully-booked workshops in product deconstruction, customisation, and circular fashion reworkings of vintage Nike apparel, rounded out with unconventional nail art and tooth gems that captured the Shox attitude perfectly.
Read the full case study here.
Area 72
During Berlin Marathon week, Nike partnered with Amplify to cut through the noise of marathon weekend with Area 72, an elite, covert-style running operation brought to life over 8 days in the heart of the city. Serving every runner like a professional athlete, the experience gave Berlin's running community restricted-access entry into the untold secrets of Nike innovation and performance.
At its core was NSRL Form, Nike's proprietary performance technology, offering personalised journeys guided by real-time data and expert coaching. Runners explored the latest Nike product with EKIN guidance, took on custom Strava challenges, and recovered in Hyperice and Dry-Cryotherapy zones, an experience that blended athlete, product, and culture to inspire every runner to go further and train smarter.
Read the full case study here.
Air Max Day
For the launch of Air Max Pulse on Air Max Day 2023, Nike partnered with Amplify to create a disruptive moment rooted in the underground music scene that inspired the silhouette. Taking over Peckham Levels in London, we built MAXXED OUT, a larger-than-life interactive installation that transformed live music into generative art, projected in real-time onto a giant Air Max Pulse shoe defying the London skyline.
Powered by AI generative artist and VJ Daito Manabe, the pulse of the crowd below became the canvas above, sound manipulated into art, live, as artists hit the mic. The installation doubled as a content engine that sparked a movement online, making Nike Air Max Day 2023 one of the brand's most successful calendar moments yet.
Read the full 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 Nike 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 ‘The Clubhouse’ for EA FC in key cities of Madrid and London with local agencies delivering events in 7 further cities following our guidelines and guidance. The Madrid experience hero’ed cover star Jude Bellingham as one of the many players and creators in attendance, with Amplify designing and managing the livestream and social assets capture and creation.
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.
For example, for our work with Nike 1000 Victories, we worked with over 30 creators, including Nike athletes, brand ambassadors, viral TikTok creators, and grassroots athletes. We co-created a 19-part community-powered TikTok documentary, sourcing real stories from across the women's football community in Australia and New Zealand to redefine what victory truly means.
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. 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.
