From the team at FutureDeluxe: “Working in close partnership with the Global Brand team at Amazon, we crafted a new cinematic opener, reimagining the Prime Video experience in motion for a global audience of over 200 million people.

“Building off of the new brand identity that Pentagram was establishing in tandem, we were challenged with capturing this new brand personality while ensuring the opener would be flexible enough to sit comfortably in front of the myriad content that Prime Video offers.

“Early R&D explored leveraging the recognizable Amazon Smile. We quickly honed in on just the right edge, affectionately known as the Dimple, as an ownable and iconic shape to lean into.
 

“Early R&D explored leveraging the recognizable Amazon Smile. We quickly honed in on just the right edge, affectionately known as the Dimple, as an ownable and iconic shape to lean into.”

 
“This curved geometry allowed us the flexibility to nest and layer in order to create new structures before finally arriving at the infinite staircase, with each step representing one of the many layers of offerings within Prime Video’s world of immersive entertainment.

“Bespoke sonic branding composed by Zelig Sound rounds out the opener with an uplifting melody that complements the momentum and ascending movement of the visuals.

“The opener has become a key component of the wider rebrand of Prime Video, successfully setting the tone for the future of the brand and carving out a new space for the streaming service within on-demand entertainment as a whole.”

Watch the finished open:
 

 
 

 
Client: Amazon

Agency: Pentagram

Production: FutureDeluxe
ECD: Ant Baena
CD: Kevin Stein, Bryant Nichols
Producer: Angel Hu
Designer/animator: Kevin Stein, Bryant Nichols, Garett Gioia, Sam Cividanis, Alec Burns, Matt Taylor, Stefan Kang, Andy Hahn, Dan Darling, Conlan Normington, Matt Hopkins, Diogo Paixão

Audio: Zelig Sound

HDR/versioning: PictureHead