The Challenge
Made entirely under quarantine, our creative process had to adapt to work within covid-restrictions. As the writer and editor for this project, I was able to create prototypes from home, receive feedback, and iterate until we received buy-in on the concept. This process allowed us to reduce risks and communicate creative direction to our production partners.
The Results
The launch video was leveraged across 1,800+ broadcast segments, including a feature on Good Morning America. The social-specific versions I created were shared via Amazon’s instagram, facebook, and twitter accounts, helping to drive 3.7 billion impressions, 1.5 million landing page visits, and 75 thousand customer sign-ups.
Full Campaign
Landing page assets, video ads, paid-social content, and display ads
Performance
Press
Short-list collection of 80+ online stories:
CNBC | ASSOCIATED PRESS | BLOOMBERG | CBS NEWS | CNN | FORBES | VOX | tech crunch | the verge
Process + BTS
After getting the green light on the concept, I worked with our production partners at Gradient Films to plan for a covid-safe shoot. Location scouting involved gloves and masks, casting was done remotely, and everyone took covid tests prior to arriving on-set. In August, we emerged from quarantine for 4 days of filming — the first time seeing any of the team in-person since March. From there, it was back home to edit what would become 16x unique variations of the video for launch. With the help of our friends at The Soundtrack Group, we were able to record, mix, and color all under one roof. The team at Brickyard VFX was then called in for screen replacements and cleanup.
