How does this director of creative create mega-memorable marketing content

To Alex Wilson, Executive Creative Director of Amplify creating marketing-related content is the same as making anything else: it's focused on capturing (and keeping) the people's attention. "You are able to inform people through the lens of entertainment" says Alex. "I believe that people aren't averse to being advertised or marketed to as long as they are enjoying it."

Amplify is a worldwide creative company that specialises in experiential marketing, creating massive-scale experiences and campaigns for companies like Playstation, Netflix, Levi's as well as many other. "We have the ability to bring ideas to life across all channels," says Alex. "Historically we've been referred to as a more brand experience agency, but content was always at the core of what we were working on."

We were able to chat with Alex to hear more about the process of his creativity and views on the present marketing market. Check out the highlights of the chat or watch the interview above.

How do you find the name of your North Star when it comes to making video?

"Our mission is always to entertain and inform. This is one of the true powers in video-based content. It lets you achieve this with a devoted audience. Ultimately, when someone comes at us and wants to use this technology in order for some thing, we consider this moment in terms of an individual scene, or canvas within a wider piece of story telling."

What can you do to ensure you're making something great? How do you stay on the right track?

"Audience, always. Whoever we're talking to is crucial. Are you speaking to them in the ways they'd like to be talked to in the way they'd like to be talked to? You need to start with the audience and what you can do to best talk to them. You should also give their experience to them. Do not interfere with their experience, but elevate it."

Which sort of content is suitable for the client you are working with?

"Whether you're looking for an immersive TV show that aims to identify the most avid supporter of a specific TV show for Netflix, whether it's building an entire world centered around mobile phone device and breaking the rules of how a retail setting can be, to launch the latest sneakers, or the most recent game title. All our work starts with the viewers and it's all about the concept of how to bring that idea to life across a multitude of channels.

We do not always want working to a certain output. Our clients and briefs often come to us with this and that's where the compromise, collaboration, and co-creation originates from. is allowing you to find the most effective solution for your needs, even if it wasn't necessarily what they thought they wanted initially."

What do you consider the results of your efforts?

"For us, it's 'Did the story we told authentically for the people we created it for?' That's always what we need to know. We deal with a variety of cultures and subcultures. We have an amazing strategic part of the agency which focuses on culture. Our agency has always agency, been very close to that.

We strive to collaborate with the individual rather than broadcasting directly to them. Instead, we invite them in to co-create and assist us in creating the content and experiences with them, to make sure it is a success for them and their viewers. There's no clear answer about what success could refer to, but if you created content with a style that is well appreciated by viewers, then that's a good victory for us."

What's the best piece of advice you've ever received?

"My chief creative manager, Jeavon Smith, said I was told 'Ignore the background noise.' I think ignoring the noise is very useful in many scenarios. It lets you concentrate on what you're there to accomplish and also what other people have to offer your work and to move as one because there is a hell of a lot of sound."

What are you using it for ?

"Lots of individuals within the studio and agency utilize it in a variety of different ways. It is most definitely one of them. The discovery of new talent is one of the best for us for that. As for internal use, we talk about the work we have done in the end as a portfolio of works. When we need to find example of something we did or record this in some manner it allows us to access the information that we have."