Why not make it out of cardboard?
The biggest sales event in the world deserves a world of it’s own. So we built the whole world out of cardboard, literally. So when people ask “Is this real?”, the answer is a resounding, genuine “yes.” If we want it to look like cardboard, act like cardboard, and have the same magical charm that cardboard has... why not make it out of cardboard?
I led a creative team of designers, copywriters, and an army of production agency fabricators and stop-motion artists to bring the whole thing to life.
A parade of new faces
To spread the parade across onsite, social, OOH, and all other Prime Day Brand touchpoints, we needed a full cast of characters.
First thing I did was to sketch each new character, adding little details to help give the character some ... well,character. After sketches are complete, the production agency rendered a series of 3D models to use as blueprints for building the physical model — once we’re holding that model in our hands, it’s posed, lights are positioned, and the final photograph is taken!
It’s gotta be the raddest way to create an asset library.
Sketch character ideas
Color variants in Adobe Illustrator
Create 3D model
Build physical character
Pose & Photograph
Credits
Creative Lead: Ryan Schmidt
Copy Lead: Emma Thiesenvitz
Senior Art Director: Rafael Soreano
Art Director: Eric Liu
Designers: Leslie Kam, Samantha Yang, Kevin Cox, Ruth Zanghorn
Project Managers: Kristen Kibble, Danielle Marcuson
Production Studio: Hornet Inc
Stop-motion Director: Peter Sluzka
Photographer: Francisco de Deus