Audi and Amazon created a strategic brand partnership and tasked us with creating a campaign to make the partnership exciting to fans.
So, we did what any luxury car brand would do inside the world’s most innovative grocery store:
We sold bespoke Audi test drives from a shelf inside Amazon Go.
No one knew where their test drive would take them, which was exactly the point.
A 30 minute test drive led people on a series of adventures: from a helicopter tour of Seattle, to a private concert at the symphony, to a custom suit fitting, and all the way to Audi headquarters in Germany.
In addition to concepting the test drive experiences with my partner and leading the film shoot, I designed the campaign graphic treatment and worked with an animator to bring it to life.
I also had the opportunity to design the in-store “key.” Amazon has this crazy technology that clocks the weight of every object on a shelf in the store, so we had to make sure each of the keys was designed very precisely. Amazon integrated each key with their app, so when people took one outside of the store for their test drive, it actually registered on their receipt in-app.
I designed over 8 trillion versions of this box.
For the initial prototype, Douglas Huynh at Colorbar SF helped us create a box that would illuminate as soon as the customer exited the store, lasting for the duration of the test drive. We eventually had to nix that concept because Amazon’s store technology wouldn’t accommodate it.
I also designed the endcap where the keys were placed in store.
Made with: Amanda Burger, Allen Yu, Joel Kaplan, Linh-Yen Hoang, Molly Hayes, Ben Evangelista, Mikaela Kearns, Margaret Furth, Henry Fernandez
Director: Mike Sugrue, Gravy Films
Editor: Scot Crane, The Quarry
Music: Tobias Norberg
Photography: Chris Wilson
Event Partners: Amazon Go, KRo Events, DriveShop
Product Development: Colorbar SF