A collage of photos with a central message that reads 'Together we're louder than cancer.' The phrase 'amazon music' is included below the message. The photos feature various people, some in casual clothing, some in performances, and some in outdoor settings.

Louder Than Cancer

Client: ASCO, Amazon Music
Partnership: WPP
Role: Lead Designer, Art Director
Contribution: Interactive design, UI & UX, Art direction, Prototyping

“You have cancer." Those three words are a whisper in volume but crash into a person's life with the force of a tidal wave, drowning out all other sounds. For the one in three people who hear this diagnosis daily, cancer is an all-consuming noise. It's a constant, intrusive presence that drowns out the sounds of normal life.

The initiative stemmed from an innovative project called The Most Beautiful Sound: working with Harvard Medical School, scientists used advanced laser technology to record the molecular vibrations of breast and lung cancer cells as they were destroyed. These vibrations were then converted into audible sounds. Our ask was to scale this scientific achievement and integrate the innovation into popular culture, ensuring it reached a broader audience of cancer patients and their supporters.

Recognitions

Webby Awards 2026
Winner | Webby - Social, Fitness & Wellness
Winner | People's Voice Winner

The Clios Award 2025
Silver Winner | Innovation category

The Clios Award 2025
Bronze Winner | Partnerships, Sponsorships and Collaboration

New York Festival 2025
Gold Winner | Audio/Radio Product & Services

New York Festival 2025
Silver Winner | Direct to Consumer: Branded

Creative Floor Awards 2025
Winner | Audio

Creative Strategy: The Most Beautiful Sound

We turned the sounds of cancer cells being destroyed into a rallying cry and chorus of hope. To share this sound with as many people as possible, we partnered with Amazon Music and united music's biggest stars, including Imagine Dragons, H.E.R., Melissa Etheridge, and Jason Aldean. Together with 39 artists, we blended their voices with 'The Most Beautiful Sound,' creating an anthem that drowns out cancer's deafening whisper and proves that together, we are louder than cancer.

  • We repositioned cancer from a silent, internal battle into something tangible and audible — transforming the sound frequencies of destroyed cancer cells into a powerful cultural medium. This strategic shift turned abstract scientific data into an emotionally resonant entry point.

  • Rather than presenting research as information to consume, we designed an culturally relevant experience that allowed audiences to engage with it directly, making science accessible, intuitive, and shareable.

  • The system was designed for longevity and scalability, enabling adaptation across artists, genres, and future research initiatives.

Three smartphone screens displaying promotional images for an Amazon Music campaign supporting Conquer Cancer, featuring H.E.R., Imagine Dragons, and Lainey Wilson.

Activations

Custom integrations across Fire TV, Amazon Music, Merch on Demand, Times Square and Amazon.com drive fans to a unique ‘Louder Than Cancer’ Amazon Music playlist where top musicians share their personal stories related to cancer. Here, fans can “listen to donate” because for every stream of the playlist, Amazon Music will donate $1 to Conquer Cancer®, the ASCO Foundation, through Amazon’s Stream It Forward.

A large digital billboard in Times Square displaying an advertisement for Imagine Dragons with the tagline "Louder Than Cancer." The billboard features a photo of three members of the band dressed in black suits and includes a QR code for donations via listening. The surrounding area has tall buildings and a few pedestrians with umbrellas.
Screenshots of Amazon website pages supporting the 'Louder Than Cancer' campaign, featuring artists, a playlist, and a T-shirt for sale, with a dark background.
Series of mobile phone screens showing an app for a charity campaign called 'Louder Than Cancer', featuring campaign details, music playlist, voice recording, and purchase options for merchandise.

Voice-generated Merch

Using voice technology, I designed a system that transforms the name of a loved one into a personalized, emotionally resonant artifact. Fans are able to record the name of a loved one they want to celebrate, remember, or empower and generate a one-of-a-kind, personal design that they can immediately add to their cart and order.

By blending emotional storytelling, personalization, and scalable technology, the system turns a single interaction into a lasting, memorable, human-centered experience.

Fans who purchase a shirt from the Louder Than Cancer campaign help fund lifesaving research and vital programs through Conquer Cancer.

Three black T-shirts with colorful, abstract digital art designs on the front, resembling a glowing, spiky sphere or 3D digital burst.
Black T-shirt with text promoting Amazon Music Louder Than Cancer 2025 artists and playlist. Contains a list of musicians and bands, with some in orange and others in blue, and a QR code for streaming the playlist.