Amazon Echo

ROLE: strategy, creative + art direction, design, voice over

OBJECTIVE + APPROACH: The Amazon Devices team wanted to expand the Echo’s user base within younger demographics. My strategy had two through-lines. First, place Alexa in different living situations to show that “you don’t need a house to have a smart home” as I framed it - apartments, dorms, RVs, and so on. Second, utilize voice technology so users could experience what interacting with Alexa felt like as an introduction to her as a personality instead of just a product.

RESULTS: Increased engagement & awareness within the targeted demographics such that Amazon made this an evergreen campaign within the TrueX platform with seasonal updates and tie-ins to special events (the Superbowl for example).

--

view the space station demo here >

Omma Award Winner 2018, IAC, Ad Exchanger, Communicator, and Webby Award Winner 2019