Unpacking unBoxed: Amazon Ads’ Biggest Product Event, Reimagined
- ClientAmazon
- IndustryAdvertising & Marketing
- ServicesTechnology · Marketing · Branding · Customer Experience
- CapabilitiesBrand Ecosystem Experiences · Experiential & live events · Creative Technology & Emerging Platforms · Campaign Development · Content strategy
Designing Amazon unBoxed’s visual ecosystem end to end
For one of Amazon’s biggest press, marketing, and technology events of the year, the team needed a cohesive visual ecosystem that could scale across a suite of products. This case study shows how Code and Theory approached the challenge of aligning stakeholders and delivering a unified system across on-stage and online experiences.
You’ll learn how we partnered with Amazon’s product teams, marketing staff, and senior leadership to work within tight constraints and timelines, and what it took to execute in less than six months. Read on for the thinking behind the approach and the outcomes it enabled—without spoiling the details ahead.
Key Takeaways
Boosted brand impact with cohesive design system.
Developed flexible visual ecosystem for event.
Enhanced global reach with innovative event strategy.
Strengthened event experience through unified creative direction.
Impact
For Amazon unBoxed, a cohesive design system brought clarity and consistency to a complex, multi-channel event experience. By pairing deliberate visual cues with motion and messaging, the work made key product stories easier to understand and more engaging across audiences, whether attending live or streaming.
Setting the standard
Building on the impact and reach of unBoxed 2023, Amazon Ads is teaming up with Code and Theory in 2024 to create even more buzz and excitement.
The event is also expanding across the globe, extending to seven new regions.
An immersive partnership
To create 22 different product demo videos, we conducted 50+ interviews across an array of Amazon’s product teams to fully immerse ourselves in the making of each product, as well as the B2B benefits for its intended audiences.
From these interviews, we applied custom UI language to each product (or, in some cases, esoteric concepts) and used that visual direction as a foundation to build videos that blended 2D and 3D styles.
Content creation across the spectrum
The result was a look and feel that was at once cinematic and educational, while staying distinctly ownable for Amazon Ads and reinforcing its position as an advertising powerhouse.
To bring that system to life, the work spanned art direction, testing, and development across over 200 assets.
“This flagship moment galvanizes Amazon Ads’ Product and Sales leaders and allows us to build our roadmap in tandem to announce the biggest products — all in a premium experience.”
What We Did
Event product demos
Translating event content into social media content
All social media assets before, during and after the event, including translating event collateral into social content
Presentation design for 15 presenters
Read More
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newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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