Tumi with Alexander Skarsgard


We recently tapped into our inner spy fantasies here at samplify, taking the plunge into the secretive world of espionage on a five minute, long-form commercial for luggage maker Tumi and their new “Latitude” series.

The piece was directed by Rabbit directors Diesel Schwarz & Alex Bolton, and starred the True Blood/Big Little Lies star Alexander Skarsgard. It was a great experience working with such an accomplished team, the direction we received was always on point. The campaign stressed that no spy life is complete without a beautiful but rugged suitcase, and was shot on location through four different countries, to bring that sense of luxury and excitement that we all wish to experience.

The music needed to be Bond-like, but we did not want to just imitate, choosing instead to create something fresh. We developed a strong motif, inspired by the work of Russian classical composers. Once the agency and client were sold in on the drama of the melodic hook we began work on injecting a modern edge to the arrangement and production. We used sound libraries from Snokinetic, Spitfire and Native Instruments for

our strings and orchestral parts, then added tracked session players to breathe extra life and soul to the final result.

Watch the full video below and join us in living the world of an international spy for five minutes.

ABC Radio – Life Matters


samplify have created the musical identity for the long running ABC radio program ‘Life Matters’.

The ABC required something modern that wouldn’t alienate their current listener base but would draw the attention of a younger demographic to add to their wide reaching audience.

We started by creating some chords to suit the genre of Future Bass and then created some modern percussion whilst dialling it down to be non dance floor and radio and VO friendly. The music needed to carry positive and emotional content whilst feeling it was building up to something.

We love what we created, a fusion of orchestral, acoustic and electronic. It seems to be working wonderfully well on the the ABC’s Radio Network Life Matters Program.

Screen Music Awards 2017


s:amplify are excited to announce their nomination for ‘Best Music for an Advertisement’ at the 2017 APRA Screen and Music Awards.

Composers Davide Carbone and Josh Abrahams of s:amplify have been nominated for an APRA Screen Music Award in the category of best music for an advertisement, for their work on the ‘ClassiVm Cognac’ campaign for client Hennessy.

The TVC was destined for Mainland China and the brief given for the project was an interesting challenge for Davide and Josh. The musical references were K-Pop boy-bands and the dance sequences of the performers had already been rehearsed to a dubstep tune by Skrillex. So with that in mind a piece needed to be composed to suit both styles musically as well as working to the already existing choreography. They had to work very closely with director Michael Gracey to ensure that these criteria were met.

The delivered product was a fast-paced, high-energy piece that felt new-aged and edgy while retaining a sense of class and opulence. Featuring those familiar Skrillex-esque type leads and stabs and still retaining that catchy K-pop vibe, it perfectly suited the mood Hennessy sought to create.

The winner will be announced on Monday the 13th of November at the Melbourne Recital Centre.

The Artful Escape


We have been working on and off over several years with Johnny Galvatron, owner and head creative/writer/designer at burgeoning game-developer Beethoven and Dinosaur, helping him to bring his vision for the game The Artful Escape to life.

The Artful Escape of Francis Vendetti is a video game about great expectations, famous folk singers, lingering shadows, space Gods, hallucinogens, individuality, reptile shops, and wild imaginations.

It’s an action, adventure, exploration, narrative driven, musical-laser-light-battle kind of game.

We first worked with Johnny almost ten years ago, producing the demo tracks that eventually got him signed to a major worldwide record deal for his retro-rock album Laser Graffiti. It all went gangbusters, but he eventually tired of life on the road, returning to Melbourne and his first passion, video games. He conceived of a music-based game and set to work developing it. It took years, failed kickstarter campaigns, and hundreds of late nights, not to mention the faith that we put into him and the game by helping out whenever he needed music for the next stage of demos or gameplay, but Galvatron eventually got the attention of film production company Annapurna Pictures when he showcased the game at the 2016 PAX Australia. Annapurna, as luck would have it, were moving into the world of gaming in a big way, with their sights set on exactly the kind of indi game Johnny showed them.

PAX Australia 2016 – Preview: The Artful Escape of Francis Vendetti

Annapurna Interactive have now signed on to produce the game, meaning we can all go and make the game as rich and wild on screen as it is in Galvatron’s mind.

Last week it was showcased as part of the Microsoft X Box One X launch at E3 2017, the world’s biggest annual Electronic Entertainment Expo, and won best in show from a handful of blogs and judges. Here is a preview from E3:

You can also check out eight minutes of in-game footage here:


And some more buzz:



We are hugely looking forward to getting elbows deep into the composition and sound design for such a fun, innovative game!

Vivid – Ford interactive show


Recently we worked in partnership with Imagination on a collaborative project to create an innovative activation piece for Ford at Vivid Sydney.Vivid Sydney is a unique 23-day annual outdoor lighting festival that is vibrant, innovative and engaging. Although the festival is centered on the idea of immersive lighting, an integral part of creating such immersive environments is the sound.

The idea was to increase brand awareness for Ford through an interactive display incorporating a giant live swing set. These giant live swings were utilized for two standalone experiences. The first was an energetic and awe-inspiring demonstration or ‘show mode’, where the swings seeming come to life and move on their own, for which we composed a piece of music designed to enhance the movement and engage viewers emotionally. The second experience was a live ‘user mode’, whereby the audience could interact and swing on the swings accompanied by brilliant lights and enveloping sounds. The show mode was to attract, entertain and thrill the audience while the user mode was to be interactive, fun and engage the audience. In terms of the audio the main point of difference for us was linear vs non linear.

With the show mode, samplify composed a piece of music specifically linked to the visuals of the swings on a pre-determined timeline. The swings started moving at seemingly random intervals, each having their own tone, or ‘voice’, and being introduced one at a time. As the piece progressed they slowly fell into unison and rotated as one. This section created a poly-rhythmical wonderland that felt sporadic and improvised, but, with careful composition, had a sense of cohesion and unity at the same time.

The user mode posed a more challenging role for the audio and required us to created sounds as users reached new height milestones as they swung. We created different length swooshes, and chimes that rose in pitch to represent how the user was swinging; the higher the swing, the longer the swoosh and the higher the chime was in pitch. The problem was not having time-linear data on which to build the audio. The sounds had to be triggered via a middleware program that contained a real-time data feed from the swings themselves. As the data came through specifying the height of each swing motion end point, a corresponding sound was triggered. The end result was a fun, sonically stimulating experience.