Amazon Luna
Social and Fire TV Campaign
In an effort to broaden awareness around Luna, Amazon’s cloud gaming service, I helped creative direct and subsequently live-action direct a series of short videos and GIFs that ran on a variety of social channels. After the social campaign ran its course, we created a series of ads from the captured footage for the Fire TV Feature Rotator platform as well as a library of PR assets.
Fire TV Rotator
The Fire TV Feature Rotator is the most visible placement of the Fire TV UI and is located above the fold on Home, Movies, TV, Apps, and Games tabs. Each of these tabs contains a placement with slots for six pieces of content. Feature Rotator ads are content-forward and exclusive to entertainment advertisers. This is one of four ads that we created for the campaign as an announcement for the Luna / Devil May Cry partnership.
Social Films
For these nine social videos, we highlighted gamers in the middle of their moment of play, unrestricted by the pitfalls of the gaming status quo. Within each story, there was a slow-motion setup shot, a moment where our hero gamer is lost in their enjoyment of Luna, and a reveal where we see the gamer’s actual environment. Our goal was to create an initial “thumb-stopping image” that would stop someone scrolling through their social feed. To up the level of awe, I experimented with lens flares and lighting tricks that enhanced these initial images to give them a heightened sense of reality.
Animated GIFs
For the animated GIFs, we employed the use of a Nishika N8000, a 3D stills camera from the 1980s that shoots several pictures at once. When combined, the 35mm film images create the stereoscopic effect you see below.
