Explainer series
Amazon · Alexa explainers
Friendly how-to explainers for Alexa, made once and rolled out in about 14 languages.
Amazon (Alexa), via STN Digital
Amazon wanted short explainers to help existing Alexa users get more out of their Echo devices. STN Digital brought CrispFX in to storyboard and animate them.
The brief
The audience was everyone with an Echo, in lots of countries. The videos needed friendly, believable homes, people who look like the customers watching, and Echo devices drawn exactly right.
The approach
STN sent through the script and a pack of Amazon brand material to pull from. I storyboarded the explainer in full colour, with a diverse cast of custom characters and accurate Echo renderings in every scene.
Once the storyboards were approved, I animated the explainer from them.
What was delivered
- Full-colour storyboard
- Animated explainer in 16:9 and 1:1
- A version for every language, about 14 in all
How it landed
Every language version got its own pass, from Japanese and Hindi to German. Details that change from country to country were swapped out too, like the sport: a basketball for the US, a cricket bat for India and a footy for Australia. So it felt right for people everywhere, not just one market.
Follow X, a separate feature explainer for Alexa.
Storyboards, character design and animation by Greg Stewart, CrispFX, for Amazon via STN Digital.