HAVE YOU HEARD?

TV / OLV / SOCIAL / D/OOH • GLOBAL

 A global campaign built around the wonderfully obsessive rabbit holes of fandom.

One word you can use to describe fandom? Passion.
So when Amazon Music launched its global refresh, we built the campaign around the people who can sell you on something better than any ad ever could: fans.

HAVE YOU HEARD?

The Launch Film

When you find something you love, you tell everybody. Then they tell somebody. And suddenly, we’re bouncing from Ethiopian Jazz to Brazilian Funk to Japanese Punk to an unsolved murder podcast.

We brought that feeling to life through a cast of real fans, ping-ponging between their obsessions in one kaleidoscopic conversation.

In the US, the campaign launched during NFL Thursday Night Football with our Have You Heard? anthem, introducing Amazon Music’s new celebration of fandom to a massive national audience.

For the anthem, once the script was written, I took the creative from page to screen, overseeing everything from talent and music selection to wardrobe, set design and the overall visual world, making sure it all connected back to the wider campaign.

Oh, and from client ask to final delivery? Less than four weeks. Two-day shoot. More than 10 featured fans. Somehow, we survived.

MY ROLE: Once the script was written, I took the anthem from page to screen, leading the creative through production. That meant everything from talent and music selection to wardrobe, set design and the overall visual world, making sure it all connected back to the wider campaign.

THE JOURNEY OF FANDOM

Bespoke Social Films: One platform. Around 20 completely different worlds.

The hero was only the beginning.

We created around 20 bespoke films for artists, genres and podcasts around the world, each with its own visual language inspired by the fandom it represented. That meant collaborating with illustrators, animators, designers and makers all over the world, across wildly different mediums, while keeping every execution recognizably part of the same global platform.

Same idea. Completely different rabbit holes.
Here are a few of my favorites:

DOJA CAT

A TRIBE CALLED QUEST

SMARTLESS + HOW I BUILT THIS

HOUSE MUSIC

A GLOBAL IDEA, MADE LOCAL.

Fandom might be universal, but the way it shows up definitely isn’t.

So we teamed up with creatives across Wieden+Kennedy’s global network to bring Have You Heard? into their local markets, creating films rooted in the artists, visual languages and fan cultures that mattered there.

From Japan to Latin America and beyond, the platform stayed consistent while each market made it unmistakably their own.

Pabllo Vittar

Thiaguinho

Ellegarden

Meanwhile in Japan…

MY ROLE: Across the bespoke films, I concepted, wrote and art directed select stories, helping shape the distinct visual worlds that made each fandom feel completely its own.

THE ART OF FANDOM

Turning fan art into a global OOH system.

The visual language of each Fan Journey extended beyond film.

For OOH, we leaned into one of fandom’s most familiar forms of expression: fan art.

We commissioned different artists to interpret our musicians and podcasters, translating their worlds, personalities and communities into expressive, highly individual illustrations. The result was a global billboard system that felt less like traditional advertising and more like something a fan might have made themselves.