Amazon Petrifying

Video Campaign

Role: Creative Director

Agency: Movement Strategy // www.movementstrategy.com

Client: Amazon

For #AmazonPetifying, we channeled our inner 90s kid and created a nostalgic, ghouly, over-the-top halloween commercial. Filled with 90s tropes, the campaign invited pet lovers to participate in a pet-costume-contest and purchase holiday favorites with Amazon Pets.

/ 60s Commercial

/ 25+ Unique Assets

/ Social First Campaign, Costume Contest

<<<< Watch The Video

Creative Lead

Collaborated with Movement Strategy accounts and client to identify target audience and campaign KPI’s. As CD, I directed art and copy for deck builds and led client strategy and concept pitches through several rounds to final sale. Built storyboards and pre-production deck to communicate creative to client, producer, and crew. During production, I directed on set and led editors / animation vendors through post production. Managed internal creative team at Movement Strategy; art directors, designers, copy writers, and jr. strategists for a phat slate of assets.

/ Audience Strategy

/ Concept Pitch

/ Video Direction

/ Team Lead; art, copy, production

This data driven campaign relied on existing audience behaviors to formulate the following cultural insights:

Campaign Insights

Create Nostalgic Worlds

During Holidays we participate in celebration rituals and share memories from childhood. Halloween is a celebration where we build worlds and assume characters. The celebration often embodies the nostalgia of past worlds and themes of our life.

Content Inciting Action

As Humans on the internet, we love to relive and rediscover the best memories from our past. We also want to re-create these moments in order to share them with the ones we love. We are drawn to content that is deeply relatable, cathartic, and incites us to take action in our own life.

*Takeaway - Millennials love 4 things: 1. Amazon 2.Pets 3.Social Media 4.the 90s

Pets Awaken the Inner Child

As pet owners, we want to re-create our childhood magic to share with our furr babies.

Social Strategy

Worked with internal strategy and analysts to create a paid and organic programming funnel. At the top of the funnel, we planned a viral IG reel that drove brand awareness and traffic to the Amazon Pets Instagram page. Mid-funnel consisted of costume contest CTA in the form of social video-cut downs, carousels and story posts. At the bottom of the funnel, the audience interacted with shoppable content that led directly to the Amazon Pets Halloween Shop.

/ Full funnel Campaign

/ Featured CPG

/ Social ‘Contest’ + UGC engagement

/ Independent Branding

Video Direction

Watch the Video! Click Here.

Production Design

Built 7 free standing 90’s house party scenes, placed on the cyc as island vignettes. Each scene was scaled to pet sized and relied on practical lighting such as GOBOS and live FX. We drew inspiration from creepy 90s films, the still above as Edward Scissors Hands.

Art Team: Jeremy, Aniza Iñiguez, E. Stelle.

Lighting

In order to get maximum control and speed, we relied on stage lighting mechanics that included custom programmed Sky Panels and Leko Lustrs. A mobile truss allowed us to save time and execute practical effects in real time; lighting, smoke, camera flashes.

Lighting Design: Carl Knight, Michael Potvin of Nitemind

Camera

Frames and movement were inspired from 90s Halloween Commercials. The Red Komodo lead the production with support from a Mini DV and several polaroid cameras. The movement was supported by a fisher dolly and lens diffusion/filters created the nostalgia look.

Camera Team: Xavi Portillo, Godfred Sedano, Kevin Marquez

Post

Directed the edit in a comedy style and for a quick paced social audience. In addition to all the practical effects on set, we weaved in VFX like motion tracking, compositing, collage style 2D animation, sewing together the dollyshots and whip-pan transitions. Creative Director Annalise Yuri Murphy, worked closely with Editor Taylor Kenny to study the comedic effects of directors like Edgar Wright.

Edit + VFX: Taylor Kenney, Annalise Yuri Murphy

Art+ Copy

For the branding and campaign graphics, we drew inspiration from 90s Nickelodeon halloween specials, fast food branding, and book covers like Goosebumps.

For the script and creative copy, we went over the top to mimic our 90s Halloween Commercial tone.

Creative Team: Christina Henderson, Majari Doxley, Seyeon Thompson