Prime Video Rebrand

Agency: Ignition // Client: Amazon

Working with Pentagram LA, Kristaps Kazaks and the Amazon Prime Video team, Ignition aided the Motion and AV design and rollout of Amazon’s 2022 Prime video rollout. From creating concept designs and showcase trailers, to building a new US AV toolkit and adapting it for EU/ROW markets. Alongside the rebrand, a toolkit for promoting the features of Prime Video’s X-Ray in TV and Sports was also created.

Below is an example of the new branded opening cards that will appear on all Prime Video AV spots. These, alongside end cards, CTAs, body cards, bugs, lower thirds, legal lines and other assets have all been created in the toolkit to be used across spots for any format. Starting with the 16x9 asset, they were remade in 2.4x1, 1x1, 4x5, 9x16 (with an option for TikTok safe zones). Once these were made, we then adapted the masters for use across EU6 and key ROW locales. In the end we had over 200 master renders for each locale, but all contained in under far fewer compositions allowing for quick and easy implementation of the new toolkit.

Alongside the AV toolkit, we also worked on animations for certain UI assets that appear across the Prime Video platform. The aim was to distil the character and essence of the branding into short and snappy animations that were easy to parse and didn’t create unnecessary distraction.

Alongside the launch of Amazon’s Thursday Night Football, we were asked to create a series of adverts each week promoting sets of upcoming shows while showing off the new brand. These ads would play as takeovers during the live feed with commentators being provided copy to read over the audio beds.

Shortly before the rollout of the new brand, we also got to work on creating a toolkit for the Prime Video X-Ray campaign assets. This involved a bespoke AE template and accompanying guidelines to be used by a variety of motion designers (at any skill level) to keep all promotional content not only consistent, but to the same high level of finish across the board.

The toolkit used the current live UI as a base for the design but was built from scratch utilizing 100’s of lines of expressions to aid in the animation of the UI. This led to complex animations and sequences being automated by simply placing keyframes in a master composition. UI images could be handled through pre-comps which then populated multiple stages and ratios of the UI.

This approach was used for both the VOD and Sports TV overlays, which were then re-racked to social formats alongside bespoke versions of each made for the mobile counterparts.

Below you will find a selection of brief animations taken from the unpopulated toolkit along with screen grabs of elements created.