SBAM once again proves that the best way to communicate isn’t just to tell a story, but to be the story. That’s the spirit behind SIMPLE BUT AMAZING, the agency’s first full-length album — an unprecedented creative project born from the fusion of Artificial Intelligence and human imagination, a unique expression of SBAM’s vision.
The album came to life through an experimental process of co-creation: 14 original tracks originated from 14 AI-generated seeds, then developed into full-fledged songs by songwriter and musician Jimmy Sillani, who infused each piece with structure, melody, and soul. The result is an audio journey that embodies SBAM’s philosophy: only when Artificial Intelligence meets human creativity can something truly extraordinary emerge.
An album that gives voice to SBAM’s values
SIMPLE BUT AMAZING is more than a stylistic exercise — it’s a sonic manifesto. Each track interprets and amplifies key pillars of the agency’s approach, including Radical Simplicity, Bring Your Magic, and Exit ego, enter ideas. The message? Creativity isn’t something you explain, it’s something you experience (and sometimes sing along to).
A limited edition, an exclusive experience
The album is available in a limited physical edition: just 300 hand-numbered copies on 12-inch vinyl and cassette tape. But the music is also accessible on all major streaming platforms — from Apple Music to Spotify — inviting everyone to dive into this immersive sound experiment and get inspired.
Luca Grelli, Chief Creative Officer at SBAM, commented the launch of the LP:
With this project, we wanted to show what SBAM is all about, without overexplaining. For us, SBAM means having fun, experimenting, and playing — in the most creatively stimulating and productive sense of the word. It means diving headfirst into the opportunities that technology gives us to rethink communication, stepping beyond the mental borders we often associate with traditional advertising. It’s also a way to remind brands that there’s a whole world, like branded content, for example, that remains largely underused, but holds extraordinary potential.
Samanta Giuliani, the agency’s Chief Strategy Officer, adds:
And with this album, we’re finally revealing the true meaning behind the name SBAM. Simple but amazing. Just like the projects we love to work on. And, above all, how we love to work.
Experience the latest release from SBAM, now available on Spotify.
