CAMPAIGN
Alexa+ Nikki, Lil'Wayne, Pete
CHALLENGE
Craft a breakthrough campaign to launch Alexa+
ROLE
Head of Brand Creative
The category lost momentum. Expectations moved on, AI surged ahead, and Alexa shrank into a tool for small tasks. The work now is to reintroduce Alexa as something fundamentally different: a more natural, more human way to engage with intelligence. Alexa+ becomes the vehicle for that shift, showing a personal, proactive, trustworthy assistant that's here for you.
SPOTS
Lil Wayne's Alexa, 30sec
Nikki's Alexa, 30sec
Pete's Alexa, 30sec
SOCIAL
PHOTOGRAPHY
CREDITS
VP, Creative: Jo Shoesmith
Head of Brand Creative: Darryl Mascarenhas
Head of Production: David Connell
Global Creative Director: Joe Godard
Global Creative Director: David Lord
Creative Director, Copy: Jake Matthews
Agency Producer: Taryn Waldman
Director, Product Marketing: Kevin Burkhart
Director, Product Marketing: Anali Charbonneau
Senior Manager, Marketing : Adam Dalgleish
Senior Product Marketing Manager: Neda Bazofti
Production: hungryman
Director: Wayne Mcclammy
Managing Partner/EP: Caleb Dewart
Partner/EP: Kim Dellara Kim Dellara
Partner/EP: Matt Lefebvre
EP: Franchesca McDowell
EP/Producer: Rick Jarjoura
Head of Production: Marian Harkness
DP: Dion Beebe
Production Designer: robb buono
1st AD: Brian Stevens
Edit: Cabin Editing Company
Post: LVLY
EP: Joanna LaPorte
VFX Supervisor: Alex Gitler
Photo: Erik Umphery
heydarryl
Based in Los Angeles
darryl01@gmail.com
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