AMAZON MUSIC — CAMPAIGN
CREATIVE DIRECTION · SOCIAL · CONTENT · OOH

Creating space
to find liberation.

Amazon Music’s Pride 2023 campaign, Find Your Liberation, centred on a simple idea: liberation is personal. Rather than defining what liberation looks like, the campaign invited individuals to explore it for themselves, asking what queer liberation means to them and how they choose to express it. To bring this to life, we collaborated with illustrator River Cousins, creating a distinctive visual world rooted in surreal, dreamlike landscapes. This “magic wilderness” became an unconfined space for self-expression, reflecting the fluidity and individuality of queer identity.

The campaign ran through various Amazon Music touch-points across the UK and limited EU markets and included a full identity, guidelines, digital, print, OOH, merch and more.

Creative Direction OLLIE WILLIAMS
Art Direction and Design RIANNA OSANWUTA and RYAN TONG
Illustration RIVER COUSIN
Motion VITOR MEUREN

Colorful, glowing 3D-style letters spelling 'LOVE' with a purple and yellow gradient, set against a black background.

Logos with Spanish translation

Colorful 3D text spelling 'POW' in wavy purple and pink letters on a black background.
Neon sign with the word 'therapy' in glowing purple and pink cursive letters
Colorful 3D neon-style text spelling 'peace' on a black background.

Brand guidelines

Collage of nine digital art images of women and abstract floral and butterfly designs, with dark backgrounds and luminous colors, promoting a creative campaign called Magic Wilderness.

Graphic Elelements: Flowers, thorns, stems, trunks, insects, webs

Digital illustration of three stylized roses with golden spheres at their centers, pink petals with a neon glow, and thorny stems.
Digital illustration of purple and blue abstract flower with flowing petals and elongated stems.
Colorful, stylized cactus plant with three blooming flowers on its branches, rendered in a pastel, iridescent style.
A colorful, distorted illustration of a person with raised arms, standing on a platform, with abstract background elements.
Colorful digital glitch art with vibrant pink, purple, blue, and orange shapes and outlines.
A digitally created abstract image of a flowing, swirling shape with glowing blue and purple colors.
A stylized digital illustration of a flower with four elongated petals, rendered in swirling shades of purple and yellow with a shiny appearance.
A highly stylized, abstract image of an orange and white flower with an illuminated center and petals radiating outward.
A stylized, artistic representation of a banana with four elongated, curved sections radiating from a central point, rendered in bright neon colors.
A digital illustration showing a complex network of red and blue lines and shapes, with a large blue cube on the right side and red structures on the left side.
Stylized digital illustration of a metallic vine with flowers in shades of blue, set against a transparent background.
Illustration of a decorative floral vine with orange flowers and outlines on a purple background.
A digitally illustrated butterfly with teal, purple, and white wings, perched on a pink surface.
Colorful, stylized illustration of a dragonfly with large, detailed wings and a vibrant, iridescent body.
Illustration of a chain of DNA strands with a laboratory flask in the background.
Colorful abstract pattern with honeycomb-like hexagon shapes outlined in purple, filled with various shades of gold, beige, and purple.

Content featuring Arlo Parks, Sophie Ellis-Bextor and Cat Burns

Playlist covers

A digital album cover featuring a portrait of a person with short, dyed blonde hair, piercings, and makeup against a colorful, abstract background with flowers, butterflies, and neon-style text that reads 'Proud.' The album is by Amazon Music.
Colorful album cover with the word 'PRIDE' in pink and purple neon letters, featuring floral and butterfly illustrations with a purple background.
A woman with braided hair and large hoop earrings, wearing a pink jacket with blue eye makeup, against a purple background with colorful flowers and butterflies, with the word "PRIDE" in neon lights and "amazon music" at the bottom.
A woman with long dark hair and colorful makeup poses with her hand near her face. She is dressed in a stylish outfit with earrings and a chain, set against a purple background with vibrant floral and abstract designs. The image features the word "OG
Bright, colorful digital artwork featuring the word 'ORACLE' in neon-style purple and pink letters, surrounded by stylized butterflies, flowers, and abstract shapes on a purple and blue gradient background, with the 'amazon music' logo at the bottom.
A promotional art for Amazon Music titled 'Oracle', featuring a woman with long blonde hair and vibrant makeup, surrounded by colorful, fantasy-like flowers and butterflies on a purple background.
A side-by-side screenshot of a smartphone displaying an Amazon Music playlist titled 'Proud,' featuring album art with a portrait of a person with short, bleached blonde hair, and the word 'Proud' in bright purple neon text. The background has colorful, abstract floral and butterfly designs.
Screenshots of an Amazon online store homepage, featuring categories like Kindle, electronics, beauty, and popular items, with banner ads and navigation menu.
Colorful mural on an exterior wall featuring flowers, butterflies, and a purple background, with the Amazon Music logo at the bottom left corner. Two people are walking on the sidewalk in front of the mural.

OOH

A digital advertisement display shows a music promotion for Amazon Music featuring Sam Smith, with colorful, artistic graphics of flowers and butterflies on a purple background. The scene is set on a city street with several pedestrians and nearby storefronts.
Large digital billboard on a city building featuring an advertisement for Amazon Music's Pride playlist, with a portrait of Sam Smith, colorful tropical floral graphics, and a purple background.

Merch

Collection of Amazon Music branded merchandise and accessories. Includes a purple t-shirt and a purple hoodie with 'proud' in neon-style text, both on hangers. Also features a purple tote bag with tropical-themed design and 'proud' in neon text, matching round and spherical keychains or ornaments with tropical illustrations, a laptop and notebooks with tropical and 'proud' stickers, and a close-up of denim jeans.