For the soundtrack of your home
The new generation Echo Dot is the Alexa-powered smart speaker created for millennials and busy households, the new family of Echo Dot devices combine utility and entertainment. It features a powerful speaker, new motion sensor technology, a home-theater experience when paired with another Echo Dot, and much more.
MY ROLE
As the Creative Director on the Devices Brand Studio team at Amazon, I partnered with GTM and Brand Strategy for positioning and leading the art direction of the Echo Dot devices global launch, from visual research and concept through execution of a :45s launch video, photography, and 3D motion across on-site, packaging, and marketing touch-points.
Echo Dot launch video
We framed every shot to ensure the device is the hero, while also enabling storytelling. Echo Dot looks and sounds great in every room, while also helping the family with daily tasks, entertainment, relax, and party time. The result is a playful, yet “product-focused” launch video to showcase Echo Dot’s functionality.
Photography
Photography: LM Chabot
Through photography we sought to accurately represent our broad spectrum of global customers in the home they work, play, share, and connect. The home strikes a balance between accessible and aspirational, while natural light and the soft falloff of light into shadow add authenticity and a natural look, departing from the common ‘studio’ aesthetic. Propping and set dressing is used to tell fresh stories, bring personality to the rooms, and make every scene feel lived-in and relatable.
We leveraged photography across a broad spectrum of the customer journey, from the on-site experience to our corporate and PR communications, making sure every shot could scale easily on any platform.
Expression on-site
3D design
We created multiple 3D motion assets to educate customers on privacy, new product features and endless possibilities with Alexa.
Packaging
We created 3D compositions for our front and back-of-box packaging with the intent of showing multi-room placements. The art direction principles that guided our 3D process were the same as photography: a clean, minimalistic approach with “natural” directional light and soft shadow. We also had to make sure to leave enough clear space on the top left corner of the frame to accommodate copy.
CREDITS
Amazon
STRATEGY
Alexa Marketing: Teresa Totorica, Matt Hurley
Senior Brand Strategist: Jens Martesen
Senior Content Strategist: Daphne Chan
CREATIVE
Associate Creative Director, Copywriter: Julia Brenner
Creative Director, Art: Silvia Morganti
Visual Designers: Joan Ang, Jayeeta Kundu
Creative Director, Alexa & Devices Brands: Aaron Sanchez
Head of Brand Creative: Darryl Mascarenhas
CGI
3D Device Creative Director: Nathan Heal
3D Device Render Artist: Faruk Kalaycioglu
3D Design and Motion Artist: James Webber
3D Devices Post Producer: Katie Sink
Senior Post Producer: Heath Ward
Head of Brand Creative: Darryl Mascarenhas
LIVE-ACTION PRODUCTION AND POST
Senior Content Producer: Marguerite Olivelle
Executive Producer: Alina Perez Campos
PROJECT MANAGEMENT
Creative Program Manager: Holly Ableidinger
Senior Marketing Manager Packaging: Taylee Pardi
ACCESSIBILITY
Lead Accessibility Program Manager: Elodie Fichet
Production Partners
Production Company: Afterhrs
Director: Harry Israelson
DoP: Jeff Leeds Cohn
Photographers: LM Chabot
Music: Neon Indian
Producer: Pia-Louise Lauritsen
Executive Producer: Thelonious Brooks
Editor: Scott Hanson
Color: Mikey Rossiter, Rare Medium TV, Heath Raymond
VFX: Golden LA
GO DEEPER
Coming soon