Amazon Music tasked us with creating a visual system that worked within their strict visual guidelines, didn’t rely on talent photography and had very low word counts. Leaning into their strategy ‘Amazon Music ignites fandom’ we worked with a fan behaviour we are all familiar with: fan-art.

We commissioned dozens of fans / artists to illustrate all the talent featured in the campaign. We made fan-art of Doja Cat, Maneskin, A Tribe Called Quest, Karol G, The 1975 and many more.

The assets ran globally. Here are a few weird shaped screens in L.A.

The illustrations were animated to highlight the lo-fi fan-art approach.

This illustration of A Tribe Called Quest by Temi Cocker was my favorite of the bunch.

The highlight of the project for me was seeing these 2 awesome artists recognising each other.

I worked on this project as an Art Director at Wieden+Kennedy Amsterdam along with designer Thomas J Payne with Emma Mallinen & Joe Burrin as Creative Directors.