Amazon and Wieden+Kennedy London launched a new global brand campaign bringing Prime together under the tagline ‘It’s on Prime’. The campaign debuted at this year’s Academy Awards broadcast with a film directed by actress and filmmaker Olivia Wilde via production company Anonymous Content.
“It’s on Prime” showcases all of the Prime benefits and offerings across fast delivery, savings, entertainment, health, and more. The campaign is launching in the U.S. and Canada before rolling out to other countries throughout 2023.
This debut spot “Tache” follows a young woman as she encounters unwanted facial hair for the first time. Initially dismayed, she tries to remove it until she realizes that her icons have mustaches too. From Eddie Murphy in Coming 2 America to Frida Kahlo and Freddie Mercury, she learns to triumphantly embrace and love the way she looks. With this newfound confidence, she uses Prime to buy a Freddie Mercury themed outfit, and play music that makes her feel uniquely herself.
“Tache” will be followed by two films from director Michael Spiccia and is supported by TV, cinema, social and digital advertising. An out of home campaign will run nationwide across the U.S. and includes a number of high impact special builds. Each film will highlight how every day Prime brings members closer to the things they care about.
CreditsClient Amazon Prime Claudine Cheever, VP, global brand marketing; Joe Shoesmith, global chief creative officer; Deborah Curtis, directori global Prime & retail marketing; Adam Craw, global head of Prime marketing; David Connell, worldwide head of creative production; Christopher See, group creative director; Chris Whitehead, Jackie Meyer, creative directors; David Gonzales, sr. global brand planner; Nicole Miller, sr. creative program manager; Crystal Davis, creative program manager. Agency Wieden+Kennedy London Charlie Lanus, Lucas Reis, creative directors; Susan Hoffman, executive creative director; Georgina Brisby, Marcelo Duarte, creatives; Dan Hill, chief strategy officer; Rory Foster, strategy director; Rich Adkins, Amy Leach, heads of production; Iona Patterson, producer. Production Anonymous Content Olivia Wilde, director; Daisy Mellors, exec producer; Saul Germaine, producer; Ashley Roberts, production manager; Chris Blauvelt, DP; Karen Murphy, production designer; Erin Benach, costume designer. Editorial Cabin Edit Chan Hatcher, editor; Sidney Williams, Craig Griffiths, edit assistants; Michelle Dorsch, edit producer. VFX Time Based Arts Tom Johnson, VFX head of production; Tom Manton, VFX producer; Sheldon Gardner, VFX supervisor; Simone Grattarola, colorist. Music "Cool Cat" by Queen Sound King Lear Jack Sedgwick, sound designer; Suzy Macgregor, sound producer.
Digital Kitchen Creates Enigmatic Main Title Sequence For Apple TV+’s “Before”
Concepted, designed, and produced by Digital Kitchen, this main title sequence for Apple TV+’s Before sets the tone for the atmospheric psychological thriller series, drawing viewers into its dreamscape narrative where time ebbs and flows, blending memories and reality in a seamless dance. Before, which premiered on Friday (10/25), revolves around Eli, portrayed by Billy Crystal, a child psychiatrist grappling with the recent loss of his wife, Lynn (Judith Light). As he encounters Noah (Jacobi Jupe), a troubled young boy with an eerie connection to his past, Eli is drawn into a mysterious world where memories intertwine with reality. As Eli attempts to help Noah throughout the 10-episode series, their bond deepens, revealing layers of psychological and supernatural intrigue. Blending visual artistry with narrative depth for the show’s intro, Mason Nicoll, executive creative director at Digital Kitchen, described the sequence’s dreamscape-like ambiance as a visual narrative where time loses its linearity, memories intertwine, and reality becomes fluid. “Our vision for the title sequence was to evoke the ethereal and disorienting nature of the show’s themes, blending together and moving in reverse,” shared Nicoll. Digital Kitchen’s main title sequence for Before moves as if tuning a radio, scrubbing through static, and blending sounds until a familiar image comes into focus, only to be quickly obscured and lost within the memories. To accomplish this in production, Digital Kitchen’s innovative approach was focused around how to capture as much as possible in camera. The use of vintage camera lenses, including the radioactive “Super Takumar Vintage,” added unique visual effects, light distortions, and color... Read More