Amazon Echo Super Bowl Campaign
ROLE: CREATIVE DIRECTOR
Baldwin Bowl, Amazon's first-ever Super Bowl campaign featuring Alec Baldwin, Missy Elliott and Jason Schwartzman, entertains while introducing and promoting Echo.
THE CHALLENGE
Create a digital experience for Amazon’s Super Bowl campaign—including a campaign page and homepage takeover on game day that balances brand and sales goals.
ART DIRECTION
Use Baldwin Bowl content to introduce Echo in a layout that seamlessly integrates appropriate cross-category merchandising. Visually demonstrate Echo's capabilities by incorporating easy-to-read pull quotes next to campaign videos.
CAMPAIGN PAGE
Beginning with a series of pre-game teasers on social, the campaign page launched two weeks before the game and featured campaign videos, information about Echo, and related products.
GATEWAY TAKEOVER
On game day, the Baldwin Bowl campaign took over the homepage with full-screen banners and cross-category links.
