Changing the way the world shops. Again.
Amazon designed the first ever brick & mortar store to eliminate checkout entirely. With a rapidly approaching launch, they needed a creative partner to introduce it to the world.
We helped them create a launch video that explained the revolutionary concept, gave them credit for their trailblazing tech, and got everyone talking.
Without paying a dollar for media, the video was viewed over 11 million times in the first week, and the story of checkout-free shopping was picked up by news organizations around the world.
"It's not every day that you work with a company that outnumbers you by 1,000 to 1. In the beginning, I had my hands full with making sure our creative team didn't get squashed inside the enormous and brilliant Amazon machinery. By the end, I had my Inbox full of messages from grateful Amazonians who wanted to find a way to work with us again."
As impressive as the technology behind Amazon Go store formats is, we immediately knew that the underlying innovation was considerably more powerful than that. Amazon is fundamentally changing the way people have gone to market for centuries. Our challenge was to introduce an entirely new retail experience that disrupts our most deeply ingrained cognitive and behavioral patterns in store, while making it look effortless, intuitive, familiar and credible.
When you spend nearly a year crafting a message, you have to inoculate yourself against the familiarity that a long stretch of time like that can bring. This store was unlike any store in existence, the technology was the first-of-its-kind. Just to ensure the script could pass the test of the first-time viewer, I wrote maybe 30 versions over the course of all those months.
Not everybody gets to be in on the launch of something like this: a huge tech accomplishment, the evolution of something ordinary. That was a thrill. Figuring out how to plan for it, how to shoot the outside of the building that was hidden from the public and fake it in later, how to hire a crew with a specific skill set without being able to tell anybody anything about the premise — part of the production was keeping this huge secret under wraps.