Echo Moments

Look ma, no hands!

The “Echo Moments” campaign introduced the Alexa to the world through hundreds of short slices of life made better, easier, or more fun with your voice. The format was tailor made for a device with countless use cases that celebrated the everyday, well, moments that fill our days.

Over several years of product evolutions, device launches, and feature updates, we kept the format fresh with small changes and experiments while keeping the heart of the campaign intact through relatable stories often inspired by the real lives of the people working on it.

We also launched into international markets including Canada and Mexico using the same simple format that could be extended into :30s.

Each new round of ‘Moments’ presented unique production challenges, as we often had to shoot up to four spots a day. To make locations and casting (and budgets) stretch, we solved for this in earlier years by avoiding faces on camera and keeping compositions locked off and tight. In Winter 2017 we used the same ‘family’ throughout the campaign.

Credits:

Creative Direction: Sean Ohlenkamp

Copywriting: Myself

Art Direction: Andrew Wilcox

Amazon Production: Seth Treizenberg, Heath Ward, Keisha Harris

Amazon Acct: David Rosenberg, Katie Klein, Jordan MacKelvie