2025 Launch Event
Amazon Devices & Services
The Mission
5 Brands.
22 Products.
1 Vision.
—
On 9/30 Amazon announced a full lineup of new products from Ring, Kindle, Echo, Alexa and Fire TV in front of a packed house of 200+ tech and consumer press, followed by a live demo experience. The event was held at Spring Studios in New York.
In the same moment, we launched an Amazon retail campaign spanning 10+ countries bringing our new devices to customers all over the world.
As the creatives behind these launch events, we have a massive responsibility to deliver an experience that lives up to the products that we are announcing.
We have to be experts in the “big picture” vision, while also knowing every intricate product detail. We have to understand nuances of each brand. And we have to keep pace with product development and ever-evolving narratives. Elevating the quality of the work through the most impossible and ambiguous of circumstances.
It takes a world-class team to make the impossible look so flawless, so easy. A team that trusts the vision—and each other.
The Concept
Amazon,
in a new light.
—
With 20+ years of product invention under our belts, we’ve had some big wins and created some loyal fans.
But it’s been a minute since we’ve made sparks fly. You could even say, for some customers we’ve been put in the friend zone.
Now, that is about to change.
This fall we’re introducing our brightest lineup ever. Not only are our new devices beautiful, they are totally brilliant. Purpose-built for Alexa+, we have unlocked a whole world of connected potential, and this is just the beginning.
By the end of this event, you’ll see us in a while new light.
Keynote Design
Designed to adapt.
—
Keynote is the most complex and challenging part of the event. Scripts are subject to change until moments before the doors open. We have to be incredibly strategic about where we invest our resources, building 2D and 3D animation in a modular format that allows for maximum flexibility without sacrificing quality.
Kindle
NEW
Kindle Scribe
ALL-NEW
Kindle Scribe Colorsoft
Ring
ALL-NEW
Ring 4K Family
Echo
ALL-NEW
Echo Show 8 + 11
ALL-NEW
Echo Studio
Fire TV
Fire TV Omni QLED, 4-Series, and 2-Series
NEW
Fire TV Stick 4K Select
NEW
Scenic Design
The future is looking bright.
—
Step inside a light-filled space that is sculptural and refined—inspired by our products. We use soft, glowing light, natural materials and abstract home structures to unify five unique brands into one cohesive expression.
The event color pallet heroes soft blue hues that represent Alexa, Echo and Ring, adding touches of warm tones inspired by Fire TV and Kindle Colorsoft for broader macro brand moments..
We highlight our new hardware with clean lines, minimalist design and ambient lighting.
The centerpiece of the experience was the animated LED displays—transforming the entry tunnel and framing each brand vignette with dynamic motion and atmosphere..
Credits
Group Creative Director - Ally Fore
Keynote Design Lead - Edwin Lee
Scenic Design Lead - Sierra VanCleave
CG, 2D + Animation EP - Becky Levi
Videos EP - Dorian Douglass
Videos Creative Director - Aaron Sanchez
CGI and 2D Animation - Matt Whitewood + LVLY
