A social idea with a global stage.
Amazon · Integrated Campaign
Amazon Prime
Creative adapted for 18 locales
Social, creators, TV & on-site
The campaign used a rotating camera as a simple creative device: each flip changed the situation. Inspired by a TikTok format, the idea moved from social into the global television spot and the broader campaign.
That reversal mattered to me. Social helped shape the brand film, while the device stayed flexible enough for different channels and markets.
On-site and digital media needed strong visuals that could accommodate different casting and languages across 18 locales. We built a flexible system for homepage placements, banners, and display ads.
On Instagram, we invited people to get their fingers ready for two days of deals. Creators Caleb Natale and Duncan Evans then used the rotating-camera idea to tell the story in their own ways.
A small shift.
A different story.
The broader Prime Changes Everything platform also made room for Prime Student. We worked with Khaby Lame and his signature reaction to absurd life hacks to introduce student benefits through a social-first idea.
