Agency: Movement Strategy // www.movementstrategy.com

Client: Amazon

#AmazonPetifying: Channeled our inner 90s kid and invited pet lovers to join the #AmazonPetrifying Halloween Party.

Led campaign strategy, direction, and production for Amazon Pets interactive video campaign. The campaign promoted their annual Instagram costume contest. Directed a 60 second Hero Video that was used to create over 50+ unique assets. The campaign ran for 15 days and drove KPI’s in social engagement (paid and organic), CPG click-throughs, and most importantly - engaged followers to submit really really cute photos of their pets!

Supercharged by a 90s aesthetic, we built a party scaled to pet-size. Practical FX like gobos, flash lighting, smoke, and programmed stage panels brought us back in time to 90s haunted productions.

The camera movement was inspired by over-the-top 90s spooky comedies and the edit style of contemporary Director Edgar Wright. The camera team used glowey filters to bring in that nostalgia haze. Overall we shot with 10 talent including a bunny rabbit.

For the edit, we relied on VFX like motion tracking, compositing and collage style 2D animation to seamlessly sew together the dolly shots, whip-pans, and practical FX. The audio-scape was led by our ghoulish narrator and haunted house tropes like creeky doors, thunder cracks, and distant animal howls.