BRAND EXPERIENCE
AMAZON BRAND STUNT
WINTER 2020
PROJECT
This band stunt for Amazon translates their TV commercial, released in November 2020, into a physical and dramatic experience for the public to enjoy. A large-scale Amazon prime box with a countdown ticker leaves the public in anticipation for the live performance while ambassadors hand out mini Amazon boxes with a clue inside as to who the other performer is.
Along with select VIP access to the spectacular in person, the show will be live-streamed on Amazon Music. Along with their Holiday Play Artists event, the live stream provides prime video users with access to the performance from their mobile or home devices.
SCOPE
Brand Research
Location Scouting
Concept Development
Visual Identity
Ambassador Guide
Activation Collateral
Packaging
DESIGN DECK
PROGRAMS
SketchUp + Vray
Vector Works
Photoshop
InDesign
After Effects
​
THE INSTALLATION
Located at the Flatiron Plaza a large scale Amazon Prime box is sealed up with a countdown ticker located on the outside.
THE TAKEAWAY
Ambassadors will hand out VIP access passes to the live performance to a select number of people. They will also hand out Mini Amazon Mystery Boxes with a clue inside to that weeks performance.
THE PERFORMANCE
Once a week, during the holiday season, the large Mystery Box will be scheduled to
open at night with a famous artist. Each performance will include backup dancing from a different dance group ranging in professional levels such as: The Rockettes, The Broadway Dance Center, The New York City Ballet and Alvin Ailey American Dance Theatre. A spotlight will light up the stage from above.
THE SIGNAGE
At the conclusion of the performance, the spotlight will move onto the facade of the Flatiron building, illuminating the message: “The Show Must Go On”, with Amazon’s logo.
