Amazon Holiday (2022)

// TEAM: INTERNAL AT AMAZON XCM Codename: Amasongs //

In 2022, we reimagined a beloved campaign from 1999 that felt like it was ripped straight out of the 1955.
Anachronistic doesn’t even begin to cover it.

We wrote 15 brand new songs and dusted off vintage cameras for an authentic feel that just can’t be faked in post and people loved it. At the end of the campaign we had over 10 billion impressions, Robocats was TikTok’s most-watched TopView ad of 2022, and Amazon had its best selling holiday season of all time.

— Awards —
London International Awards: Gold - Production Design, Silver (5x), Bronze - Original Music
The One Show: Bronze Pencil - Social Media Craft (+5 Shortlists)
D&AD Awards: Graphite Pencil Winner
Clio Awards: Bronze Winner (+2 Shortlists)
Webby: Winner - Experimental & Weird
NYAD Fest: Finalist (2x)

There’s a lot below, so here’s a case study if you only have 2 minutes and 5 seconds to spare.

Ready to dive in? Great.
It all started with a launch film to reintroduce our choir to a new audience with “Stuff!”

Then we got weirder with Robocats and A to Z:

Plus, we created a blitz of shorter songs around Black Friday and Cyber Monday.

Even our :06s were fun-filled hard-sells.

The Producers:
Director: Jonathan Krisel
Creative Directors: Josh Cassidy and Vince Feliciano
Art Director: Myself and Candice Drake
Copywriter: Eileen Moss