Amazon explores all the great feelings that come from reading books

Hubbard describes the campaign as “an ode to readers. It’s a reminder for people who love books but may have left the habit behind. We hope readers see themselves in these scenarios.”

The work certainly goes big, focusing on excitement and flash, mostly avoiding the more meditative and introspective aspect of the books. Still, it seems like an inevitable and wise choice, given our ever-lit landscape of screens attracting eyeballs with memes, games, Snaps, TikToks, Hollywood blockbusters, and more.

A small caveat: an elegant work on the magic of words surely deserves a livelier theme than “That Reading Feeling Awaits”, which looks like something from a first draft.

The timing of the campaign might seem a bit odd, as Amazon recently closed its 70 physical bookstores in the US and UK Most observers, however, viewed these IRL ventures as value-added at best. With his fully online book business, the job makes sense in the long run. It provides a nostalgic appeal to users who discovered Amazon back then, while preparing digital consumers for the company’s next chapter.

Previously, Droga5 and Amazon used various cinematic textures and techniques to promote Alexa. A sweet and sensitive prom story about music and memory erupted earlier this year, following this epic rendition of volcanic carnage in Pompeii, a Game of Thrones-style fantasy battle, and a bizarre evening at the opera.

CREDITS

Customer credits
Josh Fein – Global Marketing Director; Amazon Books
David Rosenberg – Brand Marketing Manager; Amazon Books
Radnyee Pradhan – Senior Brand Marketing Manager; Amazon Books
Ben Creasey – Senior Brand and Campaign Manager; Amazon Books

Agency Credits
OLV
CCO: Shelley Smoler
Creative Director: Matt Hubbard
Creative: Chris Russell
Creative: Ahmed Ellabib
Design Lead: Chris Chapman
Agency Producer: Sophie Paton
Agency producer: Caroline Angell
Agency Producer: Rob Steiner
Assistant Producer: Olly West
Chief Strategy Officer: Pete Heskett
Director of Communications Strategy: Clemency Beale-Collins
Strategist: Sara Barqawi
Account Manager: Jen Knox
Senior Account Manager: Tom Elias
Account Manager: Laura Kidd
Account Manager: Heidi Brown

SOCIAL & OOH
Creative Director: Matt Hubbard
Creative Director: Chris Chapman
Senior Designer / Artistic Director: Hannah Stewart
Lead Designer / Art Director: Matteo Alabiso
Creative: Chris Russell
Creative: Ahmed Ellabib
Movement Designer: Michael O’Brien
Motion Designer: Rob Wicksteed
Studio Director: Tim Larke
Artistic Producer: Katerina Gharraph
Lead Creative Artist: Paul Callaby
Artist: Nik Coomber
Chief Strategy Officer: Pete Heskett
Director of Communications Strategy: Clemency Beale-Collins
Strategist: Sara Barqawi
Account Manager: Jen Knox
Senior Account Manager: Tom Elias
Account Manager: Laura Kidd
Account Manager: Heidi Brown

Production Company Credits

BEAUTIFUL BIRD
Director: Tom Noakes
EP: Juliette Larthe
HOP: Fiona Bamford-Phillips
EP: Ted Thornton
Producer: Cindy Burnay
New company: Shiara Miranda
Processing creative direction: Tom Manaton
Stop Mo / Puppet production: Benji Landman
Stop Mo / Puppet Production Assistant: Lottie Lindsay-Beavan
Live Action Production Assistant: Becca Stovold
VIRTUAL MOVIES
MD/EP: Scott Horan
Main producer: Joan Garcia
Producer: Dani Ojeda
PM: Dani González
PC: Olga Airas
PA: Paula Comella
production Creator: Maria Puig

VIRTUAL MOVIES
MD/EP: Scott Horan
Main producer: Joan Garcia
Producer: Dani Ojeda
PM: Dani González
PC: Olga Airas
PA: Paula Comella
production Creator: Maria Puig

BLACK KITE STUDIOS
Color: Thomas Mangham
VFX Producer: Hannah Ruddleston
2D VFX Supervisor: Guillaume Weiss
3D VFX Supervisor: Fin Crowther
2D VFX Team: Jonny Freeman, James Adamson, George Brunt, Andrew Curtis, Jack Stone, Venu Prasath
3D VFX Team: Andrew Bartholomew, Pawel Luszczak, Marcel Ruegenberg, James Hansell, Tsvetelin Krastev
On-set VFX supervisor: Tito Fernandes and Jonny Freeman

POST SOUND & MUSIC: STRINGS AND BOXES
Sound design + mixing: Joe Wilkinson, Culum Simpson, Lawerence Kendrick
Musical composition: Ioana Selaru @ String & Tins
Audio Producer: Olivia Endersby

FUTURE POWER PLANT
Animation Director: Yibi Hu
Lead Animator: Daryl Graham
Animation Producer: Janet Smith
Character design: Adam Relf
2D Animation/Cleanup/FX:
Krystian Piotr Garstkowiak
Alejandra Anguita
daisy evans
Husain Untoro
Hannah Privet
Creator: Qian Tian
Preview: Kevin O’Shea

JIMMY GRIMES PUPPETS
Puppeteer: Jimmy Grimes
Puppeteer: Andy Bruskill
1st Assistant Director: Laura Carrion Del Pozo
Rider: Flo Hoge
Director of photography: Chris Clarke
Focus Puller: Steve Burgess
Conductor: Bernie Prentice
Electrician: Gary Saunders
SFX/prop standby: Nick Roberts
Art Department Assistant: Harrison Clark
VFX Supervisor: Jonny Freeman

ISABEL GARRETT / STOPMO
Animation Director: Isabel Garrett
DOP: Daniel Morgan
Blunderer: Evance Breteuil
Spark: Brendan Freedman
Character design: Nelly Michenaud
Puppets: Sculpt Double
Board construction: Oliver Arnell Argles
Art Department: Anita Bruvere
Art Department: Rachael Olga Lloyd
Art Department: Daisy Collingridge
Art Department: Lisa Ott
Host: David McShane
Host: Anita Bruvere
Rigger: Robin Jackson

A.K.A. STUDIO
Director: Marcus Armitage
Producer: Nikki Kefford-White
Production Assistant: Lara Salam, Meera Nasheed
Publisher: Nic Gill
Animation: Marcus Armitage & Darcy Woodbridge
Graphics: Marcus Armitage

SOCIAL CREDITS AND OOH

PHOTOGRAPHY
Photographer / Director: Spencer Murphy
Agent: Take pictures
Producer: Coco Wolf
Local @ virtual producer: Dani Ojeda
Executive Producer @ Virtual: Joan Garcia

SOCIAL AND OOH ARTISTS
Anton Hjertstedt
Sam Lyons
Fantasista Utamaro
Joseph Mehuich
alex valentina
Thomas Burden
YONK
Mat Voyce
Patrick Savile
Nick Kempton
Jordan Harrison
Eva Munnich
Roman Braccini
Jae Yeon Kim
Loulou Joao
Private Studio
Dan Woodger
Electric Theater Collective

SOCIAL POST-PRODUCTION AND OOH

PRIVATE STUDIO
Creative post-production: Private Studio
CGI/VFX Producer: Jeremy Djaffer
Chief 2D animator: Gabriel Thomas Ayache
CGI artists: Adrian Roger, Joanna Juszczak, Gabriel Thomas Ayache

TWINE & BOXES
Sound design: Jim Stewart
Producer: Olivia Endersby

SPECIAL NYC 3D CONSTRUCTION
Creative Director: Geoff Parsons
Animators: Ivan Brou, Rebecca Tzouliou, Simon Graham, Alice Roseberry-Haynes, Ollie Dook, Simon Kristall
Executive Producer: Ben Honor
Producer: Sydney Levy

About Marcia G. Hussain

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