To promote Amazon’s big single-day summer sale – dubbed Amazon Prime Day (or if you're in the US, click here for the deals) – the online supermarket commissioned animation studio Hornet and director Peter Sluszka to produce some lovely stop-motion animated films (and some winning GIFs). The real hook to them is that they’re constructed from the corrugated cardboard that makes up the brown boxes that are as much part of Amazon’s identity as the smiling logo and the irritating browsing experience if you don’t know exactly what you want.
Read our sister site TechAdvisor’s pick of the Best Amazon Prime Day deals, from the hundreds of thousands of products on sale today.
You can watch the ad above, and see more of the GIFs and behind-the-scenes photos over the following pages (or scroll down on mobile).
The ad and GIFs were largely shot in-camera, with limited visual effects.
The ad shows a town created out of cardboard, with people going about their daily tasks and buying from Amazon as naturally as they walk, talk or breathe. Amazon pins hang over characters like balloons to show the breadth of the products and services available through the store.
Image: Behind-the-scenes on Amazon's Prime Day ad.
You can see a behind-the-scenes film about the creation of the project on the Hornet website.
Alnogside the stop-motion ad and GIFs, Amazon also used what Hornet produced for print, digital and social ads.
Peter has created ads for the likes of Bosch and McDonalds, and directed the video for Bat For Lashes’ Lillies. He’s also worked for acclaimed music video and film director Michel Gondry.
Read our sister site TechAdvisor’s pick of the Best Amazon Prime Day deals.