AMAZON GO
Role: Copywriter, Creative Lead
Services: Video concepting, scripting, tagline development
One of the biggest companies in the world was about to change the way we shop…again. They needed to relate their sophisticated technological achievement, communicate the premise of an entirely new concept, and stir the excitement and interest of a global audience in a single launch video. Game on.
How it happened:
This may have been a very specific project with very specific needs, but what it really required was a return to the fundamentals of storytelling and collaboration. Over months of creative development I was the lone writer, working to communicate the human value of a deeply technological story by:
Wrapping relatable character stories around product details
Making sure the big idea was clear within seconds
Keeping close watch over information delivery, knowing that there’s a tipping point between active retention and passive viewing
Embedding the client deeply into the creative process to both boost their comfort level with the work, and keep them in the practice of considering their audience and,
Pushing for the little moments that would make this new neighborhood market feel alive and real.
Moving targets
From the secrecy to the complexity to the ever-changing technology story, the concept and language of the script were in a constant state of revision even after production wrapped. I wrote more scripts and more versions of scripts than I have for any creative project in the last 15 years. But that’s just the nature of working alongside the real-time development of innovation.
The brief may change, the details will most certainly shift, but being adaptable enough to generate creative in tandem with product design is a secret weapon I wouldn’t trade for all the predictable banner ads in Tucson.
And, I can’t lie, it’s pretty sweet to walk into Amazon’s first brick & mortar store and see your tagline in subway title up on the walls.