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title: "Amazon - Fusion - Moth"
description: "We created this playful internal animation for Amazon, demonstrating how its brand guidelines apply across the broader brand."
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> Index of every page on this site: [llms.txt](https://moth.studio/llms.txt)

Amazon: Fusion

We created this playful internal animation for Amazon, demonstrating how its brand guidelines apply across its sub-brands.

- **Creative Direction**

  David Prosser  
  Marie-Margaux Tsakiri-Scanatovits  
  Daniel Chester  
- **Production**

  Rosanna Morley  
  Ifor Ashton

- **Design**

  David Prosser  
  Marie-Margaux Tsakiri-Scanatovits  
  Daniel Chester
- **Animation**

  Jonas Elsgard   
  Peter Cobo   
  Sam Burton  
  Bianca Assad   
  Brad Purnell  
  Daniel Chester  
  Luke Doyle   
- **Production Year**

  2021

### The Box

We were approached through the production studio Hornet to bring a sense of restrained fun to an internal Amazon branding film,  all while staying firmly within the brand guidelines. We jumped at the chance to explore smart, simple visual allegories to express key brand elements. It seemed like a bit of us.

Emblematic of the Amazon brand, the box was suggested as the starting point for the journey.. From here, we were free to cycle through the vast array of services Amazon provides. As fans of the match cut, we loved the idea of centring the logo while cutting between shots at different scales,  a dynamic device that lets us cover a lot of ground quickly and elegantly.

We return to the box later in the film, using it as a visual container for the sub-brands. It’s a clean, cohesive way to distil the breadth of services, neatly wrapped up, of course, in unmistakable Amazon tape.

### The Look

Amazon were looking for something clean and unfussy. Bold colours and crisp vector graphics felt like the obvious route; there was no need to reinvent the wheel.

To keep the visuals from feeling too clinical, we introduced subtle human touches throughout: a spill of noodles, a potted plant, a postbox hinting at a neighbourhood. Small details that ground the design and bring warmth to the system.

### Something similar

- [Amazon: Every Day Better](https://moth.studio/projects/amazon-edb) [

  Amazon: Every Day Better

  We created this film for Amazons internal team.](https://moth.studio/projects/amazon-edb)
- [Three x Samaritans: #BetterPhoneFriend](https://moth.studio/projects/threexsamaritans) [

  Three x Samaritans: #BetterPhoneFriend

  A collaboration with Three & Samaritans to encourage the nation to become better listeners.](https://moth.studio/projects/threexsamaritans)

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