The challenge

AmazonBasics is Amazon's private label for an ever-evolving, curated collection of household goods. Their products were selling well, but brand recognition remained stubbornly low. They needed a memorable video to introduce the AmazonBasics brand to consumers.

Our approach

We quickly honed in on the concepts of "ease" and "delight" in our discovery process.

We focused on these concepts with every detail. The products glide in at just the right moment. The camera sweeps past, cutting on-the-action to seamlessly usher the viewer into the next shot. It culminates with our tag line and brand promise, "There when you need us".

My role

Lead risk-taker. The moment I pitched this concept, I knew that executing it would require growth from the entire team. The camera motion was technically challenging, as was the stylized environment. We'd need to coordinate across multiple disciplines, with on and off-site contributors.

As Art Director, it was my responsibility to ensure successful execution. I directed the animatic and made the call on-set when we got it. I rolled up my sleeves to animate, and I supported our team by guiding every detail.

Our Creative Director crafted the initial storyboards, planned the video shoot, and handled the client relationship alongside our Account Executive.

The impact

Originally planned for US release only, Amazon later requested localized versions for several European countries. Our clients were thrilled, and our success here led to work with other groups within Amazon.

This work also won the GDUSA AMERICAN GRAPHIC DESIGN AWARDS™ Category: Motion (TV, Film + Video). It is rewarding to be recognized by leaders in the industry, especially for highly selective awards like this. Only the top 0.05% of over 12,000 entries won.