Amplify

When Gatorade partnered with Spotify to launch Amplify—a platform that generates personalized workout playlists based on a user’s listening history—the creative challenge was to visualize the "science of sound." Working with VML, Awe-Full was tasked with creating a visual identity that felt both technologically advanced and authentically athletic. The project needed to bridge the gap between Gatorade’s iconic "gritty" sports heritage and a data-driven interface that analyzes acoustics, energy, and loudness. The result is a campaign that illustrates how data can be transformed into the fuel for a perfect workout.

To ensure the post-production process was as seamless as possible, Awe-Full was on location with Austin Walsh Studio to provide on-set VFX direction. This collaborative approach allowed us to influence shot composition and lighting in real-time, ensuring the footage would perfectly accommodate the complex motion graphics we integrated later. In the edit, we focused on a high-tech visual language to represent Spotify’s data analytics, layering sleek, energetic motion design over raw, high-fidelity athletic imagery. By delivering both 30-second and 15-second spots, we provided VML with a versatile asset kit that maintained a premium, tech-forward feel across the entire Amplify marketing campaign.