We help Amazon unveil their revolutionary new technology designed to harness “The Power of You” with a couple introductory videos. I know we were promised jetpacks and flying cars, but this is the next best thing.
New tech can be scary.
Amazon One makes your wallet and IDs obsolete by putting all of that info (literally) in the palm of your hand. In a world where touchless payments are in increasing demand, Amazon One answers the call with biometric technology straight out of a science fiction movie that allows customers the option to leave the wallet at home with a super fast checkout alternative.
Our job was to demonstrate the convenience, safety, and security of this new tech while shying away from the anxiety that new tech can sometimes produce. Embrace change and imagine a brave new world without pickpockets or wallet chains.
Getting the look right
We went with simple sets that wouldn’t distract from our characters. Tactile materials helped to keep this from feeling too ‘tech-y’. At every turn, we worked to humanize our characters through small details — hair, wardrobe, and accessories were all key to getting it right.
Like all of us at BUCK, Zoey, our hero character, LOVES cats (what are the odds, right?) We infused her apartment with her love of felines. From a painting on the wall, to a framed photo, to her cat paw keychain, Zoe’s love of cats helps to make her feel like a fully-flushed out character.
A Day in the Life
We wanted to present a ‘day in the life’ of a character effortlessly using the new Amazon One tech as they go through their typical day. We developed a bio and backstory to each character that would drive their behaviors and movements and we created interactions that would juxtapose the convenience of the Amazon One with ‘the old way’ of doing things.
Tying our character-driven story together was fun, relatable situational humor that we used as an accent for our vignettes.
Because we were showcasing people’s hands throughout
the spots, we strived to give them an instantly identifiable
personality of their own.
Group Creative Director
Associate Creative Director
Andrew Chan Gladstone
Cecilia Chang Lee
Hyung Soon Joo
Ernesto Ruiz Velasco
3D Animation & Previs