Amazon
360 EXPLORER
Amazon’s boxes provide children (of all ages) with props for their active imaginations. We collaborated with Amazon to build an interactive multi-platform integrated campaign including a 360-degree looping animation all centered on their cardboard boxes. This 360 Explorer is Amazon’s first foray into experiential video.
360 | Design | Animation | Color Correction
surprise & Delight in a cardboard box
Directed by: Bobby Hougham
Creative Direction: Eric Edwards
Design: Eric Edwards, Marcus Kulik, Vince Diga, Daniel Cohen
Animation: Eric Edwards, Marcus Kulik, Jake Wegesin
Simulations: Marcus Kulik, Jake Wegesin
Models: Marcus Kulik, Jake Wegesin
Illustrations: Eric Edwards
Editorial: Sevrin Daniels
Color: Eric Edwards
Sound: Hearby
Original Composition: John Buroker
Sound design and mix: John Buroker
Executive Producer: Sevrin Daniels
Executive Creative Directors: Bobby Hougham
Client: Amazon
Senior Marketing Manager: Rene Huynh
Creative Director: Dan Fuller
Art Director: Ryan Schmidt
Producer: Karl Spang
Senior Producer: Ben Mullins
Directed by: Bobby Hougham
Creative Direction: Eric Edwards
Design: Eric Edwards, Marcus Kulik, Vince Diga, Daniel Cohen
Animation: Eric Edwards, Marcus Kulik, Jake Wegesin
Simulations: Marcus Kulik, Jake Wegesin
Models: Marcus Kulik, Jake Wegesin
Illustrations: Eric Edwards
Editorial: Sevrin Daniels
Color: Eric Edwards
Sound: Hearby
Original Composition: John Buroker
Sound design and mix: John Buroker
Executive Producer: Sevrin Daniels
Executive Creative Directors: Bobby Hougham
Client: Amazon
Senior Marketing Manager: Rene Huynh
Creative Director: Dan Fuller
Art Director: Ryan Schmidt
Producer: Karl Spang
Senior Producer: Ben Mullins
The Process
We used a cardboard box as the source for our imaginative journey through space. Characters, locations, and rocket ships, planets, and asteroids were styled as though crafted from cardboard while actually modeled in 3D to look as though actually built by small hands. We took a whimsical approach to this journey and even included some easter eggs and respectful homages to space stories we grew up on. The 360-degree video is also accompanied by how-to videos we shot to aid in crafting dinosaurs of your own.
Presented Styleframes
We developed several different looks that we felt hit the various marks we were aiming for. Each approached the general strategy in different ways and embodied the voice uniquely.
World building / Character design
Once the Amazon creative team landed on a look they liked, we set to work on writing the scenarios our journey would take us through and developing those characters.
Experience it for yourself
Open the Amazon app on your smartphone then go to the camera icon, pick “Smilecode” and aim your phone at the Smilecode below. Enjoy!
Featured Words
Amazon Puts A New Spin On ‘Unboxing’ Videos
May 14, 2018 by Adrianne Pasquarelli in Ad Age
In its quest for smiles, Amazon is putting more into its boxes. Starting this week, the e-commerce giant will help some consumers make crafts out of their cardboard boxes. About one-third of the boxes shipped out will contain a “SmileCode” that consumers can…
