Amazon

THE OVERVIEW

Today’s Big Deal Drop turned Prime Day into a social-first game show, with Owen Thiele as host and the audience’s phone as the buzzer. Instead of passively watching a promotion, viewers followed clues, searched Amazon for the featured deal and entered through the comments. The four giveaway reels drew 8,649 likes and comments, led by the camera giveaway with a third of all interactions.

THE STRATEGY

Build a repeatable participation mechanic across all four days of Prime Day: a new clue, a product to find and a chance to win each round. Combine live-action creator performance with custom 3D animation to make the format distinctive in-feed. The concept connected entertainment with product discovery.

MY ROLE

SVP, Creative Production & Influencer Partnerships · Movement Strategy

Oversaw talent selection and contracting, the shoot team, custom animation and post-production, connecting the creator-led concept with the production needed to deliver it.