Yeon Yoon
Art Director at ELEPHANT
Greater New York City Area, United States
TitleGraduation
Agency
Campaign Graduation
Advertiser Amazon.com, Inc.
Brand Amazon
Date of First Broadcast/Publication
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
Head of Marketing
Advertising Manager
Video Production
President
Chief Creative Officer
General Creative Director
Creative Director, Copywriter
Creative Director/ art director
Copywriter
Art Director
Chief Production Officer
Executive Producer
SVP, Head of Business Affairs
Business Manager
VP Account Director
Production Company
Director
Executive Producer
Head of Production
Executive Producer
Producer
Director of Photography (DOP)

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