Making memorable moments for media
How Amazon wowed at the 2022 Newfronts
(New)Front and center
The IAB (Interactive Advertising Bureau) NewFronts gathers thousands of media buyers for a week of digital content sneak peeks and inventive ad offerings from the biggest names in media and entertainment, live from New York City.
After making a big splash for its NewFronts debut, Amazon envisioned an even splashier second round. The brand challenged Freeman to design a headline-grabbing experience that pushed the brand’s presence while spotlighting its always-on premium content, enhanced streaming capabilities, and innovative ad tech.
The ask? Create and produce a wildly entertaining presentation that reinforces Amazon as the streaming TV leader, offering media buyers and brands a unique one-stop-shop for reaching key audiences. The show must convey the “One Amazon” advantage by showcasing an array of offerings from Amazon Studios, Freevee, Twitch, Amazon Music, Prime Video, and Amazon Ads.
Variety show and tell
So how do you tell a compelling story with all these moving parts that truly wows?
Step one: Amy Poehler!
Step two: Design a first-of-its-kind “One Amazon” variety show, live from NYC’s Lincoln Center with a combination of:
Comedic performances and skits
Live music and dance
Engaging on-stage vignettes
Surprise celebrity guests
Working closely with Amazon, our team designed, scripted, and directed the entire production with the perfect host who connected each piece seamlessly for a captivating experience. Productionn management included:
Show narrative and creative
Content and motion graphic development
Audio visual production
Production format and flow
Talent and executive management
Live on-the-night show direction and execution
Broadcasting the experience via live stream
Collaborating with Amazon’s creative and content teams, we aligned announcements, partnerships, and applicable products to tell a cohesive story. And we helped create buzz by shouting out the whole story across social media.
A word from our sponsors: Sold!
Blending comedy with music, performance, and conversation, we designed and produced a show that seamlessly reimagined the way Amazon presents its content. And the audience ate it up. Amazon exceeded its attendance goals with 2,090 total customers viewing the experience with 1,800+ of them in-person.
The variety show also generated buzz throughout the broader media landscape with extensive coverage including 20+ articles and dedicated features in AdWeek, BizBash, and Deadline.