Client
Agency
Wooshii
Content Type
Recruitment and Culture Videos
Released
2020
The goal of the content was to promote two new job vacancies at their Munich, Germany HQ and to attract suitable candidates. The brief was to encapsulate the everyday life of an Amazon Vendor Manager and Marketplace Consultant, showcasing the flexible, entrepreneurial nature of the role and effectively conveying the work culture at the branch.
Six of Ether/Awe’s team flew out to Munich to capture the content. The crew was broken up into an A and B team, allowing us to shoot interviews and b-roll simultaneously and ensuring that sufficient time was allocated to each setup. A total of five videos were shot over two days, consisting of four interview-driven ‘day-in-the-life” and role explainer videos, and one deep dive piece – which was to have supplementary animation added to it later.
We implemented a hazy film-like grade with strong orange hues to add a cinematic edge to the videos and to allude to Amazon’s orange brand colour.
The most challenging edit was the deep dive piece, which required us to build supplementary animated assets with a hand-drawn effect to integrate into the video. These animations needed to have their own unique style yet remain in-sync with Amazon’s brand guidelines. They also needed to reinforce what the speaker was saying without being either too literal or too abstract.
We spent several weeks extensively storyboarding the piece with one of our animators, going back and forth with Amazon and Wooshii before eventually commencing the animation itself. Extensive keyframing was undertaken, with the majority of the lines moving slightly frame by frame so as to appear to be hand drawn – allowing us to create a fun and engaging style that reinforced Amazon’s amiable tone of voice. These animations were then integrated into the main video, utilizing rotoscoping to place animations behind the subject to make it feel like the art was in the space with the speaker.
The final videos were able to achieve the desired structure, thematics and aesthetic outlined in the brief and helped to establish an elevated production value template for Amazon’s ‘Inside Amazon’ content going forward.
The content was well received by the client and led to us working on several other Amazon campaigns, including Alexa Stories, Amazon DSP and the AWS Summit.
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