aMAZON aDS - uPFRONTS 2022

Client: Amazon Ads

Agency: Jack Morton

Role: Senior Screen Content Producer

Producing all screen content for Amazon Ad’s ambitious Upfronts 2022 event was a great challenge, due to the fact that the venue was the newly opened Outernet, just off Oxford Street in Central London. 

Screen materials were built for all of the venue’s active screens - and there was a lot of them for our GFX to cover, across a huge range of specs.

Building the creative with Amazon Ads and Twitch’s hybrid UK & US teams was a very collaborative process, with each week of GFX build based around building towards a once weekly meeting in which I would articulate the creative, give responses to questions and feedback, etc.

For the external ‘NOW TRENDING’ space we took full use of the multi-surfaced LED screens to create some dynamic deep screen content, as well as content that could be looped indefinitely for the entirety of the event. 

Throughout the venue there were many incidental screens - with them present on all sorts of surfaces - from stairways to elevators, and everything in between! Each of these screens had unique specs, which demanded that the creative we built could cascade through the entire venue. 

Most complex of all, was the HERE screen, a massive 13.5 meter LED screen requiring bespoke content created and rendered at 5184 pixels wide, and 50fps - a huge GFX endeavour, considering that the screen was to be reactive to 90 minutes of live speakers speeches and presentations, requiring up to 16 concurrent alpha channelled layers to work together at any one time. 

Logistically this was a huge amount of content to create, and programme into the media server for the show - especially since this event was the first to create content specifically for the HERE screen and it’s media server…. and it’s my great pleasure to say that the entire event went off without a hitch!