This page contains two case studies from my work with Amazon. Click the link below to jump to the next section.
Amazon
My Role:
Art Direction
Illustration
Motion Design
Visual Design
Digital Products
Amazon’s 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 had the pleasure of working on the team handling the Out of Box Experience (OOBE) for all of these products; in many ways the front line of Amazon.
The Position
As a Motion Designer for the OOBE team my key role was exploring visual styles, developing storyboards, and defining key animations for welcome videos across the Alexa & FireTV families of products. I was also heavily involved in everything from script writing, to content curation, to voiceover casting.
Various illustration style explorations.
The Puzzle
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 test 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 or overlapping animations.
The Preparation
Pre-production of the OOBE videos was extensive, and involved the cooperation of many moving parts. We needed to clear the use of content through third party vendors, and obtain the approval of script verbiage, all while remaining committed to the delivery of a beautiful, functional welcome experience to millions of customers.
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 potential benefits they’d gain by expanding on this service.