Amazon Pay - Holiday Gift Guide
Inspired by the viral sensation of Unbox Therapy and the desire to step away from scripted reality and manufactured moments, Amazon Pay set the challenge: Create an unforgettable unboxing experience for their holiday gift guide.
Client: Amazon Pay
Agency: Light House Creative
PM: Nina Hazard
Studio: AGBK
CD: Axel Gimenez
Producer: Axel Gimenez
Director: Axel Gimenez
Cast of actual Amazon employees: Michelle, Vincent, Brittany, Kelly, Natasha, Ethan, Erin, Maneesha, Kris
We could do better than filming in a corporate boardroom.
As Unbox Therapy was Amazon Pay's inspiration, I wanted to take them out of that stark white environment. Instead of filming in one of their boardrooms, I suggested filming on a nearby sound stage and creating an abstract living room with small touches of holiday cheer.
A trip to Ikea
The set was created entirely from gems found at Ikea. I spent the evening before the shoot building Ikea furniture on the sound stage. Am I the only one who enjoys building Ikea furniture? - I think of them as life-size LEGOs.
Amazon Pay Holiday Gift Guide stands out as a warm, passionate, collaborative project that set the tone for the holidays.
All / Amazon Pay: Holiday Gift Guide / Petit Pas / LSI 720: Brand Anthem / Dutch Masters: Craft Syndicate / NYC EDC: Prop Tech
Axel Gimenez develops social-first stories that explore how people connect, learn, and build meaning in a digital world. Drawing from a background in motion design, product-focused storytelling, and documentary craft, he examines the ways technology, creativity, and culture shape each other and how clear, expressive visuals can help audiences understand what’s possible.
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