Introducing a fresh development from Amplify: the unveiling of FUTURES, their latest innovation offering.
Global creative agency Amplify has launched a new innovation practice called FUTURES. The team, led by Innovation Creative Director Ed Hallam, is designed to help brands navigate creative technology, entertainment, and intellectual property.
FUTURES invites brands and audiences to participate in the 'experiment series' by downloading codes for access to the research. The team, which includes various creative disciplines, is headed by Tim Baggott as the Executive Creative Director, Creative Lisa Aoyama, and Group Business Director Kate Maidment. Izzy Kertland, a specialist in innovation production, serves as the Head of Special Projects.
Amplify's FUTURES is notable for pioneering speculative design and foresight methods. These techniques combine ethnographic research, agile practices, and storytelling to proactively anticipate and shape future possibilities.
One of their key achievements is the Ethnographic Experiential Futures (EXF) method, which blends speculative design with ethnography and immersive storytelling. This method helps shift organizational focus from "lessons learned" to "signals observed," enabling teams to spot early disruptions and opportunities relevant to their roles.
Future Sprints, adapted from design sprints, are short workshops that explore and prototype future scenarios. These workshops help keep foresight grounded, actionable, and embedded within agile cycles.
Amplify’s approach deepens engagement by transforming abstract trend data into relatable narratives and micro-scenarios, fostering team-driven innovation and resilience in uncertainty.
The team has already made an impact, transforming a 15-metre sneaker installation into a generative art piece for Nike, and helping Converse create a platform for emerging creative technologists. Sonos experienced a music world-first with the help of FUTURES, resulting in a listening experience that gives goosebumps.
FUTURES has locations in London, LA, New York, Sydney, and Paris. The team will continue to enable brands to immerse audiences, capture imaginations, and co-create worlds through the 'experiment series,' which involves building and testing new ideas and creating prototypes.
The statement from Ed Hallam highlights Amplify's continued focus on innovation and non-traditional marketing. The image featured is of the FUTURES team from Amplify.
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- Amplify's FUTURES team, led by Ed Hallam, is using speculative design and foresight methods to help brands navigate creative technology, entertainment, and intellectual property.
- The 'experiment series' by FUTURES invites brands and audiences to participate by downloading codes for access to research, which includes various creative disciplines, such as Tim Baggott, Lisa Aoyama, and Kate Maidment.
- Future Sprints, adapted from design sprints, are workshops led by FUTURES that explore and prototype future scenarios, keeping foresight grounded, actionable, and embedded within agile cycles.
- Amplify's FUTURES has already made an impact, partnering with brands like Nike, Converse, and Sonos, using ethnographic research, immersive storytelling, and agile practices to create innovative solutions and experiences in the fields of technology, media, finance, and business.
