Brand
Alexa Together
Project
Total Rebrand
Services
Writing, Content Strategy, Casting, Directing, Editing
Challenge: Amazon's introduction of its first elder care service, Alexa Care, included a video of a son looking after his mom. But with its relaunch and renaming to Alexa Together, Amazon needed a new intro video. The catch was that it had to highlight new features, while not sacrificing existing footage of still-relevant features. That task fell to me.
Solution: First, I addressed the new features in a standalone script. Second, I broke down the preexisting video into individual segments, shuffling them in and out of the script until it all worked. Third, I produced a master script combining one with the other.
Result: A video that’s surprisingly seamless. You wouldn’t know part was shot earlier in Seattle, while the rest was shot in Miami. Even better was that Alexa Together—and this intro video—made their debut at Seattle's Woodstock, Amazon Day. And even better is that I managed to sneak in a reference to one of my all-time favorite TV shows, Emergency!