As the world’s largest online retailer, Amazon.com sells more books and CDs than any other company on the web. But for most customers, that is where the online shopping cart comes to a halt. Since the launch of the site in 1995 Amazon.com has grown from an online bookseller to an internet mega-store, expanding their product offering to include just about anything: CDs, jewelry, apparel, toys, tools, electronics, even gourmet food. And when the 2004 Holiday season was fast-approaching, Amazon.com needed to find a way to drive consumer awareness of the breadth of products available for purchase on Amazon.com and increase sales in categories other than just books and CDs.
Amazon Theater is a series of short films that combine unique storylines, top Hollywood talent and progressive technology to demonstrate the variety of products available for purchase on Amazon.com. The five original films are diverse in their content and cinematic approaches, each developed to seamlessly accommodate a variety of products in their storylines in a non-overt way. The first priority was to engage customers with exclusive content they would seek out on their own, but the films also had to provide interactive opportunities for product discovery and purchase. To accomplish this, we treated the products as featured members of the cast in scrollable credits at the end of each film, leading customers directly to featured items for purchase.
Responsible for Interactive Creative Direction
Produced at Fallon