Amazon

The Approach

Inspired by Lilly’s quick wit, observational humor, and the surging popularity of  “On the Street” social content, the team devised a campaign to follow Lilly as she ran around the city pumping people up for the big deal that’s all about big deals. 

The creative had to balance three competing needs at once: Amazon wanted the work to stay product-focused, Lilly’s comedic voice needed to be front and center, and the idea needed to be captured in a single day. With the product lineup not confirmed until the day before the shoot, the process meant writing one-liners late into the night and shaping ideas in real time on set. The result feels off-the-cuff and casual, while still hitting Amazon’s product goals.