Working with advertising agency Above+Beyond, we helped them bring to life the new Amazon Fire TV and showcase its extraordinary capabilities in a fun and lively way. Our challenge was showcasing the breadth of content that is packed into this tiny device in a way that highlighted its unique personality, but that still felt like a part of the Amazon family. In addition to a series of standalone Fire TV spots, we created a range of graphical solutions that were used across a variety of Amazon adverts.
ATTENTION TO DETAIL
Getting the look of the devices right was a key part of the development process. We spent lots of time experimenting with lighting rigs and rendering engines to find the perfect combination to achieve a look that really made the products shine. The trick was finding the sweet spot between an idealised, glossy 3D finish, and something much more realistic. We used real-world textures for the devices themselves, and film effects such as grain to simulate a physical camera.
A key part of building the sequences was editability – we needed to quickly change details such as the application tiles in a way that didn’t require lengthy rendering. The system we built enabled us to deliver the many variations of the sequence that were required, quickly and efficiently.
THE FULL PACKAGE
In addition to Amazon’s Fire TV, we animated phones, tablets, games consoles and televisions, across a multitude of graphic spots that were used across the gamut of Amazon’s advertising materials. From online to broadcast,
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