CLIENT
AWS
Overview
AWS DeepComposer offered developers a creative, hands-on introduction to machine learning. Using its keyboard, they could compose a melody and transform it into a completely original, AI-generated song in seconds.
Client
AWS
Industry
Cloud Services
Service
Product branding
Photography and illustration
UI/UX
Duration
1 Year
THE CHALLENGE
The project needed a new visual style—a recognizable look using colors, shapes, type, and images—that connected two ideas: Neural networks: Computer systems that learn by studying many examples and spotting patterns. Music composition: The process of arranging notes, rhythms, and melodies to create music. Convergence: Bringing those two areas together in one design.
THE SOLUTION
We created a series of illustrations combining sound waves with neural network data points. Paired with photography, they struck a distinctive balance between technology and creativity—inviting developers to explore DeepComposer and build new skills.
THE RESULT
Over six years, DeepComposer gained sustained adoption among developers, eventually inspiring a Battle of the Bands league. Its success led to further work on AWS DeepRacer—a 3D racing simulator designed to teach reinforcement learning (RL)—and AWS DeepLens, the world’s first deep-learning-enabled camera.
PORTFOLIO
Avalara
Avalara
Avalara
Brand campaign
Video
Outdoor
Experiential
GTT '26
GTT '26
GTT '26
Campaigns
AI production
Experiential