A COLORFUL PARADE
The scenes feature confetti-strewn streets filled with hundreds of originally-designed characters buzzing about in an exposition of all that’s on offer in the Prime Day marketplace.
For the 4th year in a row, Amazon chose Hornet Director Peter Sluszka as the creative architect behind their biggest day of the year. Working directly together from concept to execution, Amazon and Hornet explored over 30 potential concepts before eventually landing upon an idea centered around a “Two-Day Parade of Epic Deals.” The parade that was ultimately created is a fun, public procession of Amazon’s product diversity laid out in colorful and meticulous stop motion.
The scenes feature confetti-strewn streets filled with hundreds of originally-designed characters buzzing about in an exposition of all that’s on offer in the Prime Day marketplace.
The Prime Day world is a textured universe made entirely of paper and cardboard. Everything is paper: the characters are cardboard, the floats and buildings are spruced up with sheets of colored paper, even the “water” very liquidly splashing out of a pool in one scene is paper. At times, these creations are so intricately-designed and detailed, they look almost CG.
"Aesthetically, paper craft speaks directly to Amazon’s cardboard box. You get an undeniable tangibility and charm by doing it with actual paper.”
-Peter Sluszka
To simulate a horizon line in a stylized way, Peter and his team used a rotating drum on a motion control rig. The marching band would move in counter rotation to the direction of the drum, which gave the illusion of a world spinning on an axis.
Creating the full campaign required five months of dedicated work from dozens of people. In total, if all the paper and cardboard supply used on the project had been lined up edge to edge, it would have been as tall as the Empire State Building.
The final result of this endeavor is a comprehensive catalog of assets and animations displayed as TV and digital ads, banners, and gifs across the Amazon network.
