2025 Launch Event
Amazon Devices & Services
The Mission
5 Brands.
22 Products.
1 Vision.
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On 9/30 Amazon announced a full lineup of new products from Ring, Kindle, Echo, Alexa and FireTV in front of a packed house of 200+ tech and consumer press, followed by a live demo experience.
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. 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. I am so proud to say to have been a part of it.
The Concept
Amazon, in a new light.
—
With 20+ years of product invention and innovation, we’ve had some big wins and created some loyal fans, but it’s been a minute since we’ve made sparks fly.
That is about to change.
We’re about to introduce 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.
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Keynote design is the most complex and challenging part of developing launch event creative. We set out to create a clean and simple design system that can easily adapt to an ever-changing narrative. The high-impact creative comes from our 2D and 3D animations that we design in a modular format allowing us to tune flow and timing as the narrative solidifies. .
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
Our home is brighter by design.
—
Our goal with the scenic design for this event was to create a space that felt sculptural and elevated like our product designs, but also warm and inviting to capture the essence of the Amazon brand.
Our challenge was to elevate each sub-brand with it’s own unique personality, while also creating a cohesive and distinctive macro brand expression. With light as our foundational idea, a village of minimal, abstract illuminated homes felt like the perfect way to spotlight our products without overpowering them.
The stars of the experience was the animated LED screens we created for the entry tunnel.leading into the keynote space and accompanying each brand vignette in the demo space.
CREDITS
Group Creative Director - Ally Fore
Keynote Design Lead - Edwin Lee
Scenic Design Lead - Sierra VanCleave
CGI and 2D Animation - Matt Whitewood + LVLY