Amplify Her
CLIENT: Amplify Her PROJECT: Documentary & Transmedia Comics DURATION: 4 years
  • 30+

    women involved

  • 50+

    screenings and counting

  • 1,600

    comic books sold and counting

Welcome to the world of Amplify Her. A cross-platform journey where female artists and creators explore their roles in Western culture in response to a single empowering question.

THE OPPORTUNITY:

A new take.

The film, Amplify Her, is a visually dynamic, character-driven feature documentary offering intimate access into the lives of numerous emerging female electronic dance music (EDM) artists. The film strikes at the question, What unique gifts can female artists bring to the industry?

Since our Transmedia Director Nicole co-directed and produced the film alongside co-director Ian Mackenzie, One Net Inc was the obvious fit for the cross platform outreach. This unique situation allowed us full creative control over the direction of the transmedia components. To say we ‘ran with the idea’ would be an understatement. So where did we start building?

Our Strategy

The Challenge:

Building a documentary storyworld.

Since we knew from the beginning that Amplify Her would move beyond the film, we needed to extend the initial question. After discovering a lot of common themes around the wounds and challenges of the women involved, the question evolved to, what does it look like when women feel free and safe to create?

The research:

Born from authenticity.

In order for the final transmedia experience to truly resonate, we decided to bring a group of women together to explore the theme. We had no idea what would happen but we invited our entire team of creators—25 women from across North America and beyond—to gather for a 4-day immersive workshop on a remote island in the Pacific Northwest.

The environment had to be safe where people could be the best version of themselves. Rules were put in place (respect, listening, no drugs or alcohol, etc.), roles had to be established and everything was orchestrated to help the women feel safe to open up. Through this workshop, these women were able to come together and share their experiences and vulnerabilities. These stories became the storylines for our transmedia project. Let’s see where we took them!

The direction:

Bringing life to the characters.

During the workshop, it became apparent that we needed to take Amplify Her into a seven-chapter motion comic series and graphic novel telling the unique stories of electronic artists Lux Moderna, Applecat, Kytami, Blondtron, CloZee and A Hundred Drums through fantasy, in a graphic novel aesthetic.

Each story was written and illustrated by female artists and edited by Annie Nocenti (writer, Marvel & DC comics). On the last day of the workshop we actually bodypainted the women as their superheroine avatars and allowed the animators and illustrators to direct a photoshoot for real life reference visuals. This allowed our creatives to fully base the comics off the real women they were inspired by.

Each of the seven chapters in the graphic novel tells the story of one artist. For our motion comic series, six female animators bring each chapter to life in the form of a 2-5 minute short. The electronic artist each story is centered around produced the original score for each of their motion comics. Amplify Her is available for purchase in limited-edition print as well as a web series.

The process:

Introducing Amplify Her to the world.

To support the documentary, motion comic series and graphic novel, One Net created an interactive website with a horizontal scroll to mimic the feel of a comic book. With a project covering so many mediums, the site needed to support them all. It needed to book community screenings, sell graphic novels, showcase the motion comic series and highlight all of the people that worked on the project.

The Stream became our solution to showcasing all of the people and activity around the project. With a complex filtering system sorting by EDM artists, producers, media types and themes, visitors could meet the team with images or tweets pulled from Instagram and Twitter, or see photos uploaded manually.

When we are presenting transmedia alongside a film, we often present it with a unique brand. But with all of the noise in this particular market, we decided to keep everything in the Amplify Her storyworld under one brand—Amplify Her. We created the brand first, decided what it meant and then created all of the pieces of the story under that brand. The connective nature of Amplify Her became the theme and from there multiple stories could be built out from it—like a franchise. (We like to learn from the best: Jeff Gomez.)

Channels

  • WEB + MOBILE
  • FILM
  • PRINT
  • VIDEO ON DEMAND
  • COMMUNITY SCREENINGS

Our Solution

The Results

Atta woman.

  • 50+

    screenings and counting

  • 30+

    women involved

  • 8

    countries

  • 1,600

    comic books sold and counting

The Moral of the Story

There’s something about her.

The response to this documentary and its accompanying graphic novel and motion comic series has been incredible. Men and women alike are empowered by the fresh angle that Amplify Her takes to showing how women can come together instead of competing. It’s a real movie, with real people, sharing real stories. And they do it without the filters that so often limit what people share. The community that is building around this film is truly inspiring. Check out this short video to see what they had to say after the first screening!

There are few things in life that shake you to the core and change you like creating this experience has had on me—so much so, that I did a Ted talk about it. It was a pleasure to have the opportunity to share this with the One Net team and involve them in a project that had such a deep impact. Everyone on the One Net team put countless efforts in making sure that the emotion, themes, and heart in the project came alive in all of the components. I couldn’t imagine this project without them.

- Nicole Sorochan, Transmedia Director

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