“Amazon Petrifying”

Amazon Pets

60s Hero Video

A Throwback celebration for our inner child and favorite creatures.

Client: Amazon

Agency: Movement Strategy

#AmazonPetrifying

Interactive video campaign for for Amazon Pet’s biggest event of the year: Halloween Costume Contest. The Social campaign produced over 50 unique assets, ran for 15 days, and drove KPI’s in social engagement, AmazonPets CPG Click-throughs and really really cute contest submissions!

Video First Campaign

Creative Lead & Execution

Data Based Integrated Strategy for diverse audiences

Full Campaign Concept to Completion

Commercial Production

Social Programming

Creative Mgmt: Production, VFX, Design, Copy

The Idea

Creative Direction & Audience Insights

Millennials love four things: Amazon, Pets, Social Media, the 90s. Working with Movement Strategy’s Data and Analytics team to understand existing audience behaviors, Creative Director Annalise Yuri Murphy built the campaign based on the following insights:

Holidays are nostalgic. A time to participate in celebration rituals with our families and friends and share memories from childhood.
Humans on the internet love to relive and rediscover the best memories from our past. We also want to re-create these moments in order to share them with the ones we love. We are drawn to content that is deeply relatable, cathartic, and incites us to take action in our own life.
Pets awaken our inner child. They are our children, too, and we want to re-create our childhood magic to share with them!

The Plan

The Piece

Production Design

Freestanding scene island vignettes
Tailored to 90s house-party theme
Scaled to pet size
Gobos + Practical Lighting for FX & world building

Art Team: Jeremy, Aniza Iñiguez, E. Stelle.

Talent

10 dogs, 2 cats, 1 bunny
Combination of influencer talent, everyday pets and rescue league puppies
Total chaos

Casting: Jillian Perera, Petsonq

Animal Wranglers: Chrissy & Hailey

Camera and Movement

Inspired by over-the-top 90s Halloween Commercials
Executed with Red Komodo, Mini DV, and Polaroid Camera
Lens filters and diffusion for glowey, dreamy, nostalgia look
Camera movement with a Fisher Dolly

Camera Team: Xavi Portillo, Godfred Sedano, Kevin Marquez

Lighting

Inspired by lighting for the stage
Executed with custom programmed and remote controlled Sky panels + Leko Lustrs
Mobile truss for saving time + resources
Practical effects like lightning, smoke, gobos, camera flash

Lighting Design: Carl Knight, Michael Potvin of Nitemind

Animator Taylor Kenny lead the edit in a comedy style and for a quick paced social audience. In addition to all the practical effects on set, we weaved in VFX that included motion tracking, compositing, collage style 2D animation and sewing together the dollyshots and whip-pan transitions. Creative Director Annalise Yuri Murphy, worked closely with Taylor, together studying edit and comedic effects of directors like Edgar Wright.

Edit + Animation + VFX

Nostalgic Design + Language

For the graphics, we drew inspiration from 90s Nickelodeon halloween specials, fast food branding, and book covers like Goosebumps. Super talented designer at Movement Strategy, Christina Henderson, iterated and executed our electric logo with Seyeon Thompson on support for our category themes.

Brilliant, hilarious, contemporary copywriter Majari Doxley, executed the copy for social. She worked to mimic our Her Video’s 90s tone - which incorporated uniquely 90s language and over-the-top halloween creepiness.