Amazon - "Graduation"

Grey West Venice, United States

8057

Brand: Amazon
Country: United States

Advertiser: Amazon

Title	Graduation
Agency	Grey West
Campaign	Graduation
Advertiser	Amazon
Brand	Amazon
Date of First Broadcast/Publication	2020 / 7
Business Sector	Online Retail, E-store
Story	Looking at old photos has the unique ability to take us back to a particular moment in time, evoking memories and nostalgia in a visceral way. Entitled ‘Graduation’, the heartwarming film brings to life the notion of ‘memories delivered’, evoking not only what a treasured memory looks like, but what it feels like. The 15-second spot follows a boy preparing to celebrate the first graduation in the family. Whilst viewers are led to believe it will be him donning the graduation cap, it’s revealed that it is in fact his mother who they are celebrating. Later in his room, the son reflects on the occasion, asking Alexa to ‘show me mum’s graduation photos.’
Philosophy	The shoot took place in Denmark, with Duncan directing on set alongside executive producer Kojo Abban. Due to the Coronavirus pandemic, the team had to work remotely with the agency and Great Gun USA’s executive producers in LA – whilst the client was based in Seattle. Working to accommodate time differences was thus vital. During pre-production, the team in Denmark completed casting and scouting during the day whilst speaking to the agency during evenings. The situation was reversed during the shoot, with days beginning at 10pm LA-time and continuing until the next morning. Despite such challenges, the team worked to make the shoot feel as traditional as possible, with Duncan also establishing a ‘zoom room’ to speak directly with the creatives and producers.
Media Type	Digital
Length	15 seconds
Market	Denmark, United Kingdom
Head of Marketing	Kymber Lowe
Advertising Manager	Rachel Metscher
Video Production	Michael Sternoff
President	Alex Morrison
Chief Creative Officer	Rodrigo Jatene
General Creative Director	Rafael Gonzaga
Creative Director, Copywriter	Tres Colacion
Creative Director/ art director	Giancarlo Rodas
Copywriter	Deepika Desai
Art Director	Yeon Yoon
Chief Production Officer	James McPherson
Executive Producer	Mac Demy
SVP, Head of Business Affairs	Stephen Bernstein
Business Manager	Angelique Vargas
VP Account Director	Bec Bowman
Production Company	Great Guns USA
Director	Duncan Christie
Executive Producer	Thom Fennessey
Head of Production	Clarissa Troop
Executive Producer	Kojo Abban
Producer	Mads Noerfelt Marstrand
Director of Photography (DOP)	Jasper Spanning