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Amazon Music - Let's play

Client

Amazon

Year

2018

Category

Digital

Type of Work

Art Direction

Concept
Animation

For Amazon Music’s “6 for £6” student campaign, we took inspiration from the high-octane energy of Queens of the Stone Age music videos to create a series of punchy, social-first videos. We filmed simple yet charismatic actions — dance moves, spontaneous gestures, joyful expressions — and brought them to life using rotoscoping. This technique allowed us to overlay the footage with Amazon Music’s bold brand colours, creating a distinctive, part-live-action, part-animated aesthetic that felt playful, vibrant, and unexpected.

These videos were designed as fast, colourful bursts of movement and sound — perfectly tuned to capture attention in fast-scrolling social feeds. Each moment was tightly synced to music, enhancing the rhythm and reinforcing the campaign’s youthful, energetic spirit. The result was a set of engaging, thumb-stopping assets that not only delivered the offer clearly, but did so with real personality and style, resonating strongly with a student audience.

Inspired by the kinetic energy and unapologetic style of Queens of the Stone Age music videos, we set out to craft a series of social-first videos that felt as loud and confident as the offer itself. This wasn’t just about communicating a deal — it was about delivering a vibe.

We leaned into a raw, playful aesthetic, filming simple yet visually satisfying actions — think exaggerated dance moves, spontaneous gestures, and physical reactions — all performed with an infectious sense of joy and spontaneity. These sequences were then brought to life through a distinctive post-production technique: rotoscoping.

By isolating the human forms and reimagining them in Amazon Music’s bold, branded colour palette, we gave each shot a unique visual twist — part live-action, part animated pop-art. The result? A series of videos that felt like visual remixes: unexpected, vibrant, and totally scroll-stopping.

I envisioned these videos as fast, punchy bursts of motion and colour — designed to cut through the noise of busy social feeds and instantly grab attention. We tightly synced each visual moment to the beat of the music, allowing the edits to feel rhythmic and reactive, like the visuals themselves were dancing. This fusion of energetic choreography, bold colour blocking, and beat-matched editing created a striking, youthful visual language that resonated with a student audience.

At their core, these videos were engineered to feel alive — disruptive in the best way, bursting with character, and unmistakably Amazon Music.

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