The brief was to find a unifying concept that brings all of Amazon Prime’s many offerings (Prime Video, Music, and Delivery) under a single platform - and, in doing so, frame Prime in a more emotional and meaningful way.

Our solution was to reposition Prime from being about availability, to discovery. Truth is, Prime caters to individuals at every stage of their lives, encouraging them to explore their personal interests through the movies they watch, music they listen to, and things they buy. You could say: whatever you’re into, it’s on Prime.

To bring this to life in AV, we told stories that explored the role that Prime features in our ever developing lives.

To elevate the story, we wanted a track that could capture the emotional weight of a transformative story. Christine and the Queens’ ‘Full of Life’ was a perfect fit. Mirroring the journey of our character in the ad, a melancholic opening blossoms into an optimistic celebration “full of life” - which we hear sung nearing the crescendo of the spot. Sometimes a pairing of track and visual has a transformative effect on a spot; when we found this track, nothing else came close to capturing the spirit of the spot, or the story.