AMAZON Devices & Services
Fall Launch Event
↳ Challenge
Lead the creative for the Fall Launch, which is the most important and visible event for the Amazon Devices and Services organization.
Summary
Each year, Amazon announces its latest innovations during the Fall Launch event. This highly visible event is viewed by over 850 reporters, influencers, and analysts. The event serves as the confluence of launches, all which are creatively executed by my team.
The introduction of AI and LLM (Language Learning Model) as the core theme of the event marked a significant departure from previous years, which primarily focused on hardware launches. This shift brought about greater complexity and ambiguity in terms of specific deliverables, such as video content and software product demos.
My team and I collaborated with cross-functional teams across the Devices and Services organization, as well as our PR team, to develop creative content for the entire event. This content covered all customer-facing touch points and included a creative expression playbook, video content, CGI device animations, event keynote, on-site launch creative, experiential elements, print collateral, figma templates, and overarching storytelling.
Role
As the Head of Brand Creative, I collaborated with the core team to influence and shape the creative vision for the event. Additionally, I worked on problem-solving highly complex challenges that involved a matrix of stakeholders, including Directors, VPs, and SVPs.
DEVICE REEL
Creative Expression System
Typography
Logo
↳ Logo application
Smile Film
Color
↳ Natural light changes throughout the day, creating different vibes and energies in our homes. We apply the same principle to color.
The utility palette is used for functional slides and design elements.
↳ We apply the same color principles to the wardrobe of each keynote presenter. The first presenter starts at dawn and the last presenter wears darker tones to represent dusk.
Grid, Iconography
All content adheres to the fluid grid across all touch-points. The 8-point grid is structured with four columns and uses 40px margins and 8px gutters.
Materials
Spaces provide a pure and simple environment for viewers to immerse themselves in the content. We embrace soft, simple, and natural materials. Light, combined with these materials, should be used to create a warm atmosphere.
We can also create harmony by juxtaposing opposing textures. Materials should be discreet, supporting the focal point rather than being the main focus.
Photo Art Direction
↳ Showcase everyday delightful moments using light, texture, and symmetrical compositions.
Rules
↳ Lighting application
↳ Device renders: dawn and dusk
Device Imagery
↳ Clean environments with a focus on product.
Technical Simulations
Keynote Design
Films
Show Open
Smart Home Vision
Alexa Let's Chat, Hero Film
Customer Stories
Alexa Let's Chat, Testimonials
Echo Hub, Launch Film
Site Experience, Microsite
Event Space, Extensions, Signage
Credits (Core Team)
Principal CD: Allati EL Henson
CD, Storytelling: Aaron Sanchez
CD, Smart Home: Tristan Mountjoy
ACDs: Jake Matthews, Curtis Beach, Christine Amy
Visual Designers: Brittney Knight, Octavio Longatti
Strategy: Erin Baker, Cathy Syverson, Robyn Yoder
Executive Producer: Emily Goldmann
Sr. Producers: Marguerite Olivelle, Dorian Douglass, Helen Park, Patricia McCreary
CPMs: Marisa Powell-Schoen, Alicia Porter, Tanja Nyeholt, Taylee Robinson Pardi.
PR: Molly Wade, Stuart Ramsey, PJ Stoural, Tarek el-Hawary
DBS Director: Ann White
+ many many more