00:00 / 00:00
Amazon: Fusion
We created this playful internal animation for Amazon, demonstrating how its brand guidelines apply across its sub-brands.
Creative Direction
David Prosser
Marie-Margaux Tsakiri-Scanatovits
Daniel ChesterProduction
Rosanna Morley
Ifor AshtonDesign
David Prosser
Marie-Margaux Tsakiri-Scanatovits
Daniel ChesterAnimation
Jonas Elsgard
Peter Cobo
Sam Burton
Bianca Assad
Brad Purnell
Daniel Chester
Luke DoyleProduction Year
2021
:quality(85))
The Box
We were approached through the production studio Hornet to bring a sense of restrained fun to an internal Amazon branding film, all while staying firmly within the brand guidelines. We jumped at the chance to explore smart, simple visual allegories to express key brand elements. It seemed like a bit of us.
:quality(85))
:quality(85))
Emblematic of the Amazon brand, the box was suggested as the starting point for the journey.. From here, we were free to cycle through the vast array of services Amazon provides. As fans of the match cut, we loved the idea of centring the logo while cutting between shots at different scales, a dynamic device that lets us cover a lot of ground quickly and elegantly.
We return to the box later in the film, using it as a visual container for the sub-brands. It’s a clean, cohesive way to distil the breadth of services, neatly wrapped up, of course, in unmistakable Amazon tape.
:quality(85))
:quality(85))
:quality(85))
The Look
Amazon were looking for something clean and unfussy. Bold colours and crisp vector graphics felt like the obvious route; there was no need to reinvent the wheel.
:quality(85))
To keep the visuals from feeling too clinical, we introduced subtle human touches throughout: a spill of noodles, a potted plant, a postbox hinting at a neighbourhood. Small details that ground the design and bring warmth to the system.
:quality(85))