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How Amplify is Experimenting With Innovation Practice FUTURES

    Amplify’s Ed Hallam and Tim Baggott speak to LBB’s Tom Loudon about how they’re building and testing new ideas through prototype drops, and why technology should be “felt, not just seen”

    Published by: Little Black Book
    Date: 27/09/2024

    Amplify has introduced FUTURES, a dedicated innovation practice designed to assist brands to navigate and use emerging technologies for creative storytelling and immersive experiences.

    This initiative is part of Amplify’s mission to help brands build engaging worlds and memorable narratives, and will be led by innovation creative director Ed Hallam and head of special projects Izzy Kertland.

    Ed and Tim Baggott, Amplify's executive creative director, spoke to LBB to unpack their vision for FUTURES.

    They delve into how FUTURES empowers brands to explore creative technology through rapid experimentation, offering a distinct approach from traditional agency models.

    To read the full article, visit Little Black Book.

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