A startup app called Amp, operating under the Amazon Music umbrella, hired designer Rui Ma and I to concept their largest campaign ever. Together, we created The Come Up—a 360 campaign featuring an episodic documentary that would introduce hip-hop fans to dope, new rap artists coming out of Georgia.

Since there was a huge hip-hop fan base in the Amp app, we asked four prominent Atlanta tastemakers (who became our Amp show hosts) and notable hip-hop photographer Cam Kirk, to identify three rappers that were definitely on their way to the top of hip-hop. We found Pote Baby, CEO Trayle, and Ken Carson.

To launch the project we partnered with the editorial team at Billboard + Vibe Magazine to create an immersive editorial page featuring stories, photos, and short films about each artist.