SITUATION
Amazon Devices wanted to tell its sustainability story in a way that connected emotionally with customers. While the landing page would share data and technical details, the brand anthem needed to inspire and humanize the message—making sustainability feel approachable rather than intimidating.
TASK
As Global Creative Director I was asked create a cross-channel brand anthem that highlighted the sustainability efforts of Amazon Devices, broke through the clutter with an emotional, memorable story, and drove traffic to a landing page.
I started with this key insight: being sustainable doesn’t have to be extreme. Whether it’s throwing a plastic bottle in the recycling bin, turning down the thermostat, or biking instead of driving, even the simplest choices can make a big impact.
That sparked the idea to create a bold, humorous spot that'll exaggerate the impact a simple choice can have on the planet.
Amazon Devices wanted to tell its sustainability story in a way that connected emotionally with customers. While the landing page would share data and technical details, the brand anthem needed to inspire and humanize the message—making sustainability feel approachable rather than intimidating.
TASK
As Global Creative Director I was asked create a cross-channel brand anthem that highlighted the sustainability efforts of Amazon Devices, broke through the clutter with an emotional, memorable story, and drove traffic to a landing page.
I started with this key insight: being sustainable doesn’t have to be extreme. Whether it’s throwing a plastic bottle in the recycling bin, turning down the thermostat, or biking instead of driving, even the simplest choices can make a big impact.
That sparked the idea to create a bold, humorous spot that'll exaggerate the impact a simple choice can have on the planet.
But humor is subjective. First, we needed to align on what funny means.
Now that we know where we live (humor-wise), time to write some scripts.
A mood board to establish the look.
And one more script to keep in the back pocket.
A mood board for this concept. Similar but with a twist.
We also needed to align on prospective spokespeople. These are the 3 we landed on.
And to back up the concept, we relied on data.
We're getting close to production. Time for a recap. 2 scripts to possibly film.
Script one was chosen.
2 more steps before production.
2 more steps before production.
1. Director Selection
Reach out to director reps for availability and bids for director treatments. One of the most inspiring parts of this project.
2. Award Work
Share our vision with prospective directors, lock said talent, and wrap up the year high-fiving like champs.
Reach out to director reps for availability and bids for director treatments. One of the most inspiring parts of this project.
2. Award Work
Share our vision with prospective directors, lock said talent, and wrap up the year high-fiving like champs.
We moved into production. The shoot lasted 3 days. Check out the final films below.
And here's the behind the scenes of the film.
RESULTS
20+ million views on YouTube. 30% click-through to our custom landing page. Successfully reframed Amazon Devices as approachable and responsible while humanizing the sustainability story.
20+ million views on YouTube. 30% click-through to our custom landing page. Successfully reframed Amazon Devices as approachable and responsible while humanizing the sustainability story.
