To most consumers, Amazon’s offering is limited to books and CDs. Fallon set out to change this perception by showcasing the breadth of products available for purchase on Amazon.com through Amazon Theater, a series of five original short films. Amazon Theater was designed to give customers the ability to discover and interact with the online retailer in a new and engaging way. The films were written to accommodate Amazon products seamlessly. Scrollable product credits at the end of each film put customers just a click away from purchasing products featured, leading to action and exploration.