“Brain on Prime” made music the message—using sonic craft to spark a global storytelling wave. It began with a custom brand track—composed in three languages (English, Spanish, and Brazilian Portuguese) to reflect the emotional texture of seven distinct markets. But this wasn’t just a catchy tune. It was built on earworm psychology: loopable rhythms, melodic repetition, and tonal cues engineered to embed Prime Video in the minds—and feeds—of younger audiences. The track wasn’t added to the campaign. It was the campaign. We launched with a full-scale music video starring top creators from around the world, performing on sets inspired by Prime Video’s most iconic titles. It visually expressed our prompt: “Share your brain on Prime”—a creative cue, not a command—inviting talent to turn their favourite Prime obsessions into original, genre-bending content. And they did. Across TikTok, Reels, and Instagram, creators ran with the track—spinning it into remixes, parodies, fandom tributes, and unexpected interpretations. In Colombia, it became a dramatic monologue and charity pledge. In Brazil, a haunted detective short. In Mexico, a rogue Magic Mike parody. Wildly different content—all musically and emotionally anchored by one unified sound. This wasn’t traditional branded content—it was a music-driven content ecosystem. Designed for how culture actually spreads online: emotionally, musically, and socially. The music didn’t just support the storytelling. It unlocked it.