Amazon
Echo Pop Launch
↳ Challenge
Launch a new Echo device that is purpose-built for versatility and "Smart Space" living, with a compact size that makes it more attainable.
Summary
Echo Pop is a small smart speaker with Alexa, perfect for bedrooms and small spaces. It has an updated form factor and comes in a range of colors. Our task was to position this device for the smart-space lifestyles of Gen Z and Millennials.
By working closely with the go-to-market and product teams, we developed the approach that Echo Pop "Fits" into your life. Our team created an original track that captures the vibe of the product while showcasing Echo Pop's compact design, which is both fun and practical.
Role
Head of Brand Creative
Launch Video
By working closely with cross-functional team leads, we were able to work within the scope of our budget to produce a video in addition to standard launch deliverables like photography and product CGI. Our team felt that video would work better as a tool to drive engagement and generate interest with gen-z. Leveraging both owned, and third-party channels, we used this video asset to promote Echo Pop.
Photography
↳ Photography
We produced imagery the device announcement, as well as a product photoshoot for PR that encapsulated our theme of Echo Pop "fits".
Marketing
Packaging
Credits
Brand Strategy: Jens Marsteen
Naming: Gabriele Zamora
Creative Director: Aaron Sanchez
ACD, Art Director: Curtis Beach
ACD, Copywriter: Jake Matthews
Visual Designer: Raelene Goodson
CG Artists: Nathan Heal, Faruk Kalaycioglu
Production Designer: Carolina Murillo Salas
Senior Producer: Taryn Waldman
3D Producers: Heath Ward
Creative PM: Holly Ableidinger
Packaging PM: Taylee Pardi
Accessibility Lead: Elodie Fichet
Production
Stink Studios