INSIDE INTERACTIVE AMAZON STYLE STORE

Amazon Style
Amazon Style video project showcasing in-store journeys and interactive shopping features.
  • Year  2021
  • Type  Retail Experience Videography
  • Location  Undisclosed Secret Building, WA
  • Client  Amazon
Enlarged view

Inside Interactive Amazon Style Store

We created a video showcasing the in-store shopping experience at Amazon Style. This included capturing the customer journey from scanning clothes, receiving notifications, entering fitting rooms, interacting with personalized touch screens, and completing purchases. Additionally, I produced video assets to support the store's instructional and interactive features.

Open Casestudy

This project was made possible through DCGONE.

Team on Project (2)

  • Ninyo Aganon Digital Art Director
  • Andy Lueck Executive Creative Director

Overview

Amazon was introducing its first physical clothing store, Amazon Style. The concept revolved around a high-tech, personalized shopping experience that needed to be communicated to customers through engaging visual content, while adhering to safety restrictions.

What problem were we solving?

How to effectively communicate a groundbreaking shopping experience to customers in a visually engaging way while navigating COVID limitations of a small amount of people allowed in one area, limited background talent, and in-store activity.

The approach

Designed and captured a video detailing the customer experience, from scanning clothes to purchase. Supplemented with instructional video assets to guide first-time users.

Process

  • 0

    1

    01 of 04

    After I worked on the first couple rounds, we handed this off to another animator to take this to the finish line:

    Animated How-to

    There were two deliverables: one for PR (used for previsualization) and one for OOBE (an animated how-to that showcased the purchase experience)—highlighting how scanning works and how items are added into your room. For the OOBE, I sketched out a few story flow options (similar to a loose storyboard) to explore different treatment directions. It was also loosely based on the PR version to ensure visual and conceptual alignment between the two.

    After I worked on the first couple rounds, we handed this off to another animator to take this to the finish line:

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    2

    02 of 04

    Arriving in here was interesting to see how a full warehouse was dedicated to this shopping concept

    Previsual Storyboarding

    Recreated scenes across multiple days to ensure continuity while managing COVID-19 constraints, such as limited background talent. Since we weren't able to do a location shoot because of Covid, we had to rely on provided phone photos of the experience.

    Arriving in here was interesting to see how a full warehouse was dedicated to this shopping concept

  • 0

    3

    03 of 04

    Although I never got a chance to see this in action since the store didn't open up in Washington

    Animation Design

    Produced both horizontal and vertical assets to suit various in-store displays.

    Although I never got a chance to see this in action since the store didn't open up in Washington

Tools & Tech Stack Used (5)

  • IndesignPresentation document design
  • After EffectsDesigning motion informational graphics for video
  • Premiere ProPutting together footage
  • Sony a7r4Capturing footage for video editing
  • Ronin RS2Gimble for camerawork

Behind the Scenes

Covid project of the year

We created this previs edit to help the client visualize the narrative, pacing, and interaction flow. Once aligned, this would serve as a blueprint for the production team to create a polished, high-fidelity version. Very similar to how a product designer would hand off approved designs to the development phase.

Results

A comprehensive video showcasing the customer journey, paired with supplementary instructional video assets to enhance the in-store experience.

After Party

Despite the store's closure, this project highlighted the importance of experimentation in retail innovation, serving as a foundation for future concepts.

Overall Experience

Balancing professional creativity with personal adventure, this project ended at the same time as my wife and I headed to Utah's salt flats in Bonneville, so it was almost as if we celebrated the project’s completion with a 1,600-mile road trip. The trip was amazing by the way!

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