After 15 years in advertising agencies, I joined Amazon in 2017 to transform my career. My first project was the "Alexa loses her voice" campaign, a two-week user experience leading up to the 2018 Super Bowl.

We launched a voice-replacement campaign with celebrities, created 60+ device interactions, and 200+ social content pieces, engaging over a million users. The campaign was the most talked about pre-Super Bowl and received 1.5 billion media impressions. It was #1 in USA Today’s Ad Meter, YouTube Adblitz Winner, and won multiple awards including Amazon first ever Cannes Lions, Clio’s, and One Show’s. The campaign increased intent to purchase Alexa by 4% and boosted Echo device sales by 300% year on year during Super Bowl weekend.

 
 
 

Alexa Loses Her Voice

 
 
 

ALEXA AUTO + SOCIAL

 
 
 
 
 
 
 
 
 
 
 
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ALEXA’S BODY


Amazon unveiled its latest Alexa-enabled Echo with a stunning design. To showcase the product's beauty, we enlisted 'People's Sexiest Man Alive' Michael B. Jordan as Alexa's new body. Our Super Bowl spot featured Jordan charmingly performing top Alexa requests, but not everyone was pleased. Kevin Hart humorously expressed his disappointment on social media, questioning why he wasn't chosen instead. Hart's posts across Instagram and Twitter, along with Michael's clapbacks, generated over 1 million engagements, amplifying the campaign and Alexa's capabilities. We collaborated closely with their teams to maintain authenticity and audience engagement.

The campaign won Bronze at Cannes, One Show and Epica, and a silver at the Clios and the LIA Awards.