firetv-echo-top-scene3.jpg

Digital Products

 

Digital Products

Amazons Digital Products department is one of the most innovative organizations in the company. Under that umbrella falls all things Alexa, Echo, FireTV and more. I recently had the pleasure of working on the team handling the Out of Box Experience (OOBE) for all these products, in many ways the front line of Amazon.

 
firetv-echo-top-scene3.jpg
 

the job

As a motion designer for the OOBE team my key role was exploring visual styles, developing storyboards, and key animation for welcome videos across the Alexa family of products & FireTV. I was also involved in everything from script writing, to content selection, to voice casting.

FTV_intro_loop_sml.gif
 

Style explorations for Echo, Tap, and Dot welcome videos

 

the puzzle

The pre-production of the videos was extensive, and involved the cooperation of many moving parts. We needed to clear the use of content through third party vendors, obtain the approval of script verbiage, while remaining committed to the delivery of a beautiful, functional welcome experience to millions of customers.

The videos needed to be in nine different languages, and designed modularly as to accommodate markets with varying features, and content. Adding to the challenge, we chose to adopt an experimental internal software used to compress videos and make them editable in real time for all FireTV welcome videos. This software was limited in it's animation functionality, which meant no vector shapes, no track mattes, and constrained simultaneous animations.

 
 

Segments of the Echo Dot welcome video

 

the promise

These welcome videos were to be the perfect balance of marketing and education. It was important that the tone was not that of a sales pitch, but rather a friendly tip. We needed to relay vital functionality of a customers new device, while simultaneously informing them of the benefits expanding on this service would provide.