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Amazon: Every Day Better

After our first film Fusion, was well received, Amazon was keen to make another internal film with the same playful energy in the same visual style.

We were asked to create a film reflecting on the brand's journey over the years and its ongoing commitment to making Every Day Better.

  • Creative Direction

    David Prosser
    Marie-Margaux Tsakiri-Scanatovits

  • Production

    Meghan Shrivastava
    Ifor Ashton

  • Design

    Jamie Jones
    David Prosser
    Jonas Mosesson
    Marie-Margaux Tsakiri-Scanatovits

  • Animation

    Jonas Mosesson
    Peter Cobo
    Emanuele Colombo
    Neil Verhavert

  • Production Year

    2022

Tone

From the initial reading of the script, it was clear there was even more room for freedom and flexibility in the supporting visuals. There was a lightness to the script's self-awareness that made it rich for some cheeky visual moments.

Poking fun at failed products wasn’t on our bingo card for a film for Amazon, but we were more than happy to do it.

To this day, we still have no memory of the Amazon Fire Phone.

Initially, we decided to open the film in a similar way to Fusion, using a series of cuts to flick through “Every Day Better” across day-to-day scenarios. Given its uplifting slogan, we wanted to show how it might translate into daily life.

Unfortunately, the more imaginative ways we could use the slogan were deemed unsuitable, so we reverted to the trusty Amazon box.

This time, we got to add a confetti explosion, so not all the fun was lost. 


Design

Amazon also emphasised that we could push the design style a little further in this film, expanding on some of the rigidity of the Fusion films to create broader, more imaginative scenarios reflected in the script

We worked alongside some top-tier vector designers to create charming yet restrained designs, pushing further into the Amazon colour palette than we have before.  


Unfortunately, it couldn’t be pushed as far as a fun bumper sticker though, this design was killed pretty early on!

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