Buy with Prime Marquee Launch

When the Buy with Prime team needed to announce a new marquee product during the opening keynote at the largest Amazon seller conference of the year, they asked Mew to help turn their vision into a reality in a breakneck timeline.

The Amazon Accelerate Conference is an annual event where selling partners and aspiring entrepreneurs hear from leaders including senior vice presidents and the CEO about new products, tools, and resources Amazon is launching to help businesses grow. Over 26,000 people registered for the annual conference in 2022, the first year back in-person after COVID.

One of the tools the team announced was the Buy With Prime tool, which allows select selling partners the opportunity to offer customers fast, free delivery and a checkout experience on their business website — essentially, a customer can “Buy With Prime” straight from their own site. It represents a significant shift in the Amazon selling model and had direct oversight from c-suite leaders. In short, it’s a big deal.

So when the Buy With Prime team approached us about making a launch video to showcase this brand new tool at the Accelerate Conference, we were excited to jump on board. The BWP team had a fantastic idea: rather than writing an original explainer animation or a filmed promo, they commissioned us to create a kinetic-type animation: a fun sort of animation with a lot of movement, excitement, and flare—perfect for a big announcement.

Concept & Animatic

Once the script was written and passed a lengthy approval, we started in on the animatic. The animatic was essential at this stage, especially given the timeline. We had to hustle! We hired a voiceover artist and negotiated the license for a music track the BWP team asked us to secure, allowing us to sync the animatic to the audio tracks. With the animatic approved, we had a clear roadmap to the final animation and we sprinted into illustration. 

Animation & delivery

Once the BWP team approved illustrations, we put it all together in animation. After our whole team worked around-the-clock, we had the final product that we were all excited about. We delivered a completed animation and signed off for the weekend. But before we could enjoy Sunday brunch, notes came back from the team: one illustration needed adjusting: the map showing locations of Amazon fulfillment centers didn’t exactly line up where they were actually located in the US. Could we change them and make them accurate?

One thing we’ve learned from working with some of the most specific and detail-oriented legal teams in the Fortune 500 is that even these small things make a huge difference. We’ve had to navigate not only stakeholder and client feedback (as high as senior-level leadership), but we’ve also had working relationships with legal departments and public relations teams. So when the “request” kindly came to update the pins, we moved around our priorities and had the project’s art director actually get in there to adjust it. Like we said: all hands on deck.

Premier

The Buy with Prime kinetic-type animation premiered to much celebration from the thousands of attendees in-person and online. The team was proud of the work we had done and we’ve since worked with them on even bigger projects, spanning months as opposed to days. The client had a product they could be proud of and we had delivered a flagship announcement video for a marquee product on the biggest stage at Amazon. Not a bad couple weeks’ work…