DOJAVERSE (DOJA CAT)
Amazon Music
Have You Heard?
Creative Director
2022
Life is better as a fan. We took this perspective and ran with it for Amazon Music’s global brand refresh centered on igniting fandom for all listeners. We created a global campaign based on real fan stories, based on the truth that once you’re a fan of something, your excitement is infectious – and that sharing that excitement creates new journeys of fandom for all of us.
We paid homage to die hard fans, casual listeners, podcast bingers, and rare-release aficionados alike through three mediums: fans themselves in our hero launch film, fan stories in OLVs, and fan art in our D/OOH.
Fandom is messy, raw, real. So the campaign look stayed true to that: the fan films have an eclectic collage approach native to fan culture. They utilize a wild medley of visual languages — from 3D graphics, gifs, stop motion, felt, clay and handmade art — to create a fresh tapestry of fandom authentic to each artist and genre.
We made over a dozen fan films for listeners around the globe, featuring creators like A Tribe Called Quest, Doja Cat, Keke Palmer, Måneskin, The 1975, How I Built This with Guy Raz, and Smartless with Jason Bateman, Sean Hayes, & Will Arnett.
BUGGIN’ OUT (A TRIBE CALLED QUEST)
BABY, THIS IS KEKE PALMER (KEKE PALMER)
PODCASTS ALL DAY (HOW I BUILT THIS + SMARTLESS)
HOUSE IS UNIVERSAL (HOUSE MUSIC)
HAVE YOU HEARD? LAUNCH FILM
For our kaleidoscopic launch film we worked with directorial duo rubberband to create a dynamic film featuring real fans jamming on the music that stoked their fandom – everything from Ethiopian Jazz to Japanese Punk.