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Hi Samsung.

Our collaboration so far…

From global product launches and live streams to immersive and interactive artistic brand expressions – we’ve been fortunate enough to collaborate with your teams to bring audiences closer than ever to your brand.

2024 saw Samsung's much-anticipated return to the southern hemisphere's leading multi-arts festival 'Vivid Sydney' following a five-year hiatus.

Sydney is one of the most diverse cities in the world, with over 250 spoken languages, so communication can be a barrier to connecting, highlighted by the fact that one in three
Australians feel disconnected from their neighbours. Introducing ‘Samsung: The Chorus of Light', an immersive light installation powered by ‘Live Translate’ technology, uniting our audience through their hopes for the future and making them feel more connected to each other. Chorus of Light was a beacon of hope, positioning Galaxy AI as a vehicle for connection, creativity and collaboration.

After working with Samsung for over a year, 'Chorus of Light' has gone on to win three awards at the 2025 Campaign Experience Awards for Outdoor Experience ROW and Pop-Up Experience ROW as well as Gold for Best Brand Experience - B2C for the 2025 Campaign Asia Event Marketing Awards.

For a second year running, we then worked on Samsung Space to Dream to curate a world-class experience that told the story of Samsung Galaxy AI innovation at Vivid Festival; Sydney's annual celebration of creativity, innovation, and technology aligning to the festival's 2025 theme of Dream. A journey through an immersive art installation that breaks free from the barriers of everyday reality, inviting guests to explore the extraordinary possibilities of dreaming.

Starting on land, 'Space to Dream' invited guests to step into the Dream Generator and imagine themselves in our co-created, barrier-free dreamscape. Walking on Water - For the first time in 2025, Darling Harbour was activated as a commercial partner for Vivid Sydney, giving Samsung a blank canvas to innovate for the first time.

On the other side of the world, October 2025 saw the launch of the Galaxy XR product “Project Moohan” – the best-in-class multi-modal AI-powered XR headset. Our experience design and live show teams created an experience live from NYC. Integrating with Samsung and Google developers, we delivered a live on-stage demo, eclipsing recent competitors with a seamless showcase of product features and AI technology in real-time!

Transforming the iconic Penn District Town Hall in NYC, we hosted key media for an intimate show that has reached a global audience of 84 million! An event experienced by few, but seen by many.

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We are a global creative agency specialising in experience, entertainment + culture.

Amplify 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.

We take a global / local approach, 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. More recently Amplify concepted, managed and delivered ‘The Clubhouse’ for EA FC (formerly FIFA) in key city Madrid, 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.

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. In this we are well versed with working with A-list talent (Lady Gaga, Charli XCX), C-suite (Google’s Sundar Pichai and Pinterest’s Ben Silbermann), creators and influencers.

We have a Co.Labs team dedicated to creator, 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.

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.

Amplify look after a number of high profile brands B2B duties, typically when they are looking to approach B2B with a more consumer mindset. As an example this year at Cannes Lions Amplify London will be managing Pinterest’s and Google’s presence, whilst Amplify’s US office will be supporting Yahoo and Tubi.

In 2021 the highly respected Wonder, joined the Amplify family, furthering boosting Amplify’s B2B offer. Together with Wonder Amplify is focussed on ‘reimagining business experiences’.

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.

  • Approach

    We 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.

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  • Capabilities

    We 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.

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  • Specialisms

    Through 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.

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  • Responsibility

    We 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.

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  • Culture Briefings

    Culture 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.

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Brand Experience Agency of the Decade