Our Role: Creative Direction, Art Direction, Design + Production

For the Fall Awards FYC Mailer, our objective was to entice voters to engage with and consider 46 Amazon Originals on Prime Video. Amazon requested that the aesthetic of the mailer be fun, enticing and timeless, and that the execution not be wasteful or overly expensive. Given the environment of the world in the Fall of 2020, we wanted to be mindful of the hardships voters were enduring by making a piece that was uplifting and playful, but not boastful or overly celebratory—all while honoring the amazing shows on Prime Video.

We landed on a fun, charming activity kit that provided the recipient with entertainment while stuck at home during the height of the pandemic. The form itself feels nostalgic—a comforting reminder of simpler times. The main element, a book, is tactile and layered in look with photos, critic quotes and illustrations showcasing key talent, costume and set design. A code card with URL and code is up front and easy to use.

The kit is filled with creative moments: word searches, crossword puzzles and games bring fun and entertainment, and illustrations function as coloring pages, tying into the concept of escapism and the need to relax. Crayons with custom colors are an unexpected discovery moment: the crayons were even named to tie into the highlighted shows (Hunters Yellow, Prime Blue). Recipe cards are sprinkled throughout the book, bringing the shows and characters to life in unexpected ways. A set of postcards can be pulled out and mailed—catering to an urge to connect with friends. Each postcard features a quote from a show that has a positive, humorous or relatable message. A custom microwave popcorn bag provides a snack while watching.

The kit was packaged in a smart container that functions as a storage device once the pages are completed and is 100% recyclable and printed using recycled materials.