AMP AMP Launch
Client: AMP
Brand: AMP
Type: Branded Content,
Service: Creative Development, Live Action, VFX, Design & CG Animation
We were delighted to work with AMP on the launch of their innovative strength-training machine. Designed for all fitness levels, AMP blends sleek aesthetics with cutting-edge AI. Our task? To craft a film and campaign that introduced this revolutionary product to the world.
Collaborating with our friends at AMP, we developed a launch campaign that showcased AMP’s unique combination of smart technology and minimalist design. Spanning live action, photography, and finely crafted 3D, the campaign captured the essence of a machine designed to enhance any fitness journey, seamlessly fitting into users’ lives.
The launch film unfolds through three vignettes, each portraying a different individual using AMP in their daily routines. Interspersed with meticulously-crafted shots of the AMP, the film highlights the machine’s adaptive capabilities and elegant form, delivering a visually striking introduction to a product aiming to redefine home fitness.
In crafting the AMP, we embraced a clean and elegant aesthetic, purposefully free of distractions to mirror the Amp's minimalist design. We avoided vintage lenses, heavy film textures, and excessive depth of field manipulation, focusing instead on sharpness and clarity to achieve a polished, refined look. Lighting played a pivotal role, allowing us to explore shadow play while maintaining the image’s integrity.
For scenes featuring the characters, we adopted a dynamic approach with handheld camerawork that creates a sense of energy and immediacy reflecting actions and emotions. When showcasing the amp, we used more deliberate camera movements, conveying a sense of calm and stability.
All England Lawn Tennis Club
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All England Lawn Tennis Club — Always Like Never Before
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