2024
VIEW
Overview
Alexa Themes
Iconic characters find a new home.
With Alexa Themes on Echo devices, moviegoers can bring their favorite stories home.
While leading the creative development on the Alexa Brand and Integrated Marketing team in close tandem with a copywriter, we created a flexible design system to promote Echo device purchases and movie ticket sales.
Working cross-functionally with Alexa stakeholders and studio partners (Universal, DreamWorks, Warner Bros, and Illumination) we were able to intake, understand and deliver on business goals as well as highlight unique customer experiences.
While leading the creative development on the Alexa Brand and Integrated Marketing team in close tandem with a copywriter, we created a flexible design system to promote Echo device purchases and movie ticket sales.
Working cross-functionally with Alexa stakeholders and studio partners (Universal, DreamWorks, Warner Bros, and Illumination) we were able to intake, understand and deliver on business goals as well as highlight unique customer experiences.
The visual and messaging system we created - anchored by three simple principles - allows for flexibility across a range of touchpoints and adaptability to a wide array of film IP. All while feeling like a uniquely Alexa experience.
Language
Main Character Energy
Main Character Energy
Bring together worlds making Alexa a main character alongside our films' heroes.
Design
One Screenplay, Any Theme
One Screenplay, Any Theme
Adopt flexibility in layout, color, typography and imagery to allow for endless iterations of film features.
Experience
The Story Lives On
The Story Lives On
Enrich Alexa's functionalities - timers, reminders, weather, knowledge etc. - by leveraging characters and film IP.
Alexa and Echo devices are the consistent provider of useful and delightful interactions. The characters, dialogue and audio experiences are the expressive and creative sides of the theme.
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The Results
150M
impressions per campaign
300%
ROI on device purchases
+250k
enablements per theme
Team
My role: Design lead, motion
Copy: Caroline Emde, Ritchie Duncan
Motion: James Bannon-Schneebeck
Copy: Caroline Emde, Ritchie Duncan
Motion: James Bannon-Schneebeck
