Amazon Holidays

Campaign

Amazon Japan approached Onesal Studio to illustrate together the world of the distribution station. In this collaboration, we took an abstract approach of the conveyor belt showing box characters and products living together in an ultra-detailed fun micro world.

The campaign consisted of key visuals, web assets, social pieces, and five TV and social films that went live throughout November and December of 2020 in Japan, and with one of the films being released during the end of the year NHK Kōhaku Uta Gassen (NHK紅白歌合戦), the most-watched event of the year in Japan. 

 This is the beginning of an ongoing series into 2021. 

 Client: Amazon Japan
Direction: Onesal
Production: Onesal

Awards:

Adfest 2021 - Film Craft - Animation (In-Camera or Digital) - Silver Award Winner
Adfest 2021 - Digital Craft - Digital Illustration - Bronze Award Winner
Adfest 2021 - Digital Craft - Music/Sound Design - Bronze Award Winner

Black Friday & Cyber Monday 

For the Cyber Monday and Black Friday sale, we decided to recreate the conveyor using fresh, clean colors to represent technology. 

Gifting and Points 

The gifting and points sale consists of sending gifts to friends and family and also get lots of points while doing it. For this sale, we used a very clean palette with details in gold representing the points. 

New Year Sale 

For the new year sale we took a more festive approach using colors representing the new year in Japan. In this film we see a group of boxes waking up and doing a pilgrimage that ends up with them together seeing the sunrise of the new year. 

New Year 

The final two films of the 2020 series take a more character-driven approach where we see the boxes singing as they interact. This is a two-film series, one to be broadcasted right before the new year and the other right after the new year. 

Key Visuals