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
With over a decade of expertise, Axel crafts compelling narratives across animation and live-action mediums. His motion design, animation, and commercial direction have elevated brands for Fortune 50 companies. Whether breathing life into corporate messaging through motion graphics or helming live-action commercials, Axel delivers visually stunning stories that captivate audiences.
From concept to execution, in studio or on set, Axel's versatile skillset ensures your brand's message doesn't just reach viewers—it resonates.
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