AWS: Small and Medium Business
The ask:
AWS asked us to conceptualize a global campaign for their Small and Medium Business division. Mid-development the brief pivoted from their cloud services to their new AI offerings. Thankfully, we had built a visual direction that was unmistakably AWS while flexible enough to carry a new story
AWS asked us to conceptualize a global campaign for their Small and Medium Business division. Mid-development the brief pivoted from their cloud services to their new AI offerings. Thankfully, we had built a visual direction that was unmistakably AWS while flexible enough to carry a new story
The idea:
Inspired by the AWS brand palette, we put small business owners inside an AWS world. We built a real environment on a cyc stage, lit in the AWS brand colors, and designed four distinct characters, each with their own office aesthetic. Every scene had a synaptic moment: the muted lighting shifted into a vibrant aura, a literal representation of the moment a business owner discovers what AWS AI can do for them.
Inspired by the AWS brand palette, we put small business owners inside an AWS world. We built a real environment on a cyc stage, lit in the AWS brand colors, and designed four distinct characters, each with their own office aesthetic. Every scene had a synaptic moment: the muted lighting shifted into a vibrant aura, a literal representation of the moment a business owner discovers what AWS AI can do for them.
My role:
Collaborated with the lead CD, co-developing the look and feel from pitch through final production while overseeing the consistency and elevation of AWS's existing branding. Art directed sets and photography alongside the CD, set designer, and DP; edited and retouched photos; and designed and directed additional graphics for the final video and the full social marketing rollout.
The result:
The campaign became the highest-performing digital ad effort AWS Small Business had run for any product or campaign.
The campaign became the highest-performing digital ad effort AWS Small Business had run for any product or campaign.
Hero video:
Select carousel post graphic
Select social post graphic
Photo selects
Establishing the look and feel
Nailing the lighting
Setting the stage
Identifying our demographic
Aligning SMB personas to the AWS brand
Client: AWS
Produced at: Malka Media
Creative Director: Ian Lewis Campbell
Art Director: Sam Alexander, Lucy Weigard
Design: Sam Alexander, Lucy Weigard, Laurie Holinka, Michael Barakat
Photo Retouching: Sam Alexander
Animation: Allison Daly
Color: Sam Meneses
Produced at: Malka Media
Creative Director: Ian Lewis Campbell
Art Director: Sam Alexander, Lucy Weigard
Design: Sam Alexander, Lucy Weigard, Laurie Holinka, Michael Barakat
Photo Retouching: Sam Alexander
Animation: Allison Daly
Color: Sam Meneses
