This is a continuation of the “It’s on Prime” campaign. Our original brief was to find a unifying concept that brings all of 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 that appealed to a younger audience.

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

We wanted to tell the story of Prime helping someone navigate an important moment in their life, by helping them discover and get into new interests.

For the director, the successfully-cast actor in this spot should present like she’s just getting her sea legs in adulthood, and it’s made even more difficult by being in a different country. We needed to immediately identify with her and her current life moment. We needed to sympathize with her feelings and to go along for the emotional ride with her.