In the pre-production and production phases, we set out with the intention of immersing the viewer in an enchanting world.

Designed, with an interior hand-built from scratch over a month in Romania by the same team who created Netflix’s Wednesday.

Which included a leather-lined ceiling and walls, with thick laces criss-crossing throughout. Each window was 100% bespoke, mirroring the exterior eyelets, with a hero frame contained in the heel. Then there’s the centerpiece staircase that catches the eye in every shot.

The exterior of the shoe was brought to life by blending a live action plate taken on set.

"The lady in a shoe" is a popular children's story in western countries.

A female homeowner in her late 20s/early 30s moves into her new home, boxes in hand, but there's something a little bit different about this place... which we realize once we catch sight of a small bird rising up through the light towards a magnificent bespoke staircase.

Unpacking, she remembers to order shoe polish from Amazon before exploring more of this wondrous place, with its unique arched windows, eye-catching layout and shape, and shoelace rafts criss-crossing the walls and ceiling.

Then, on Amazon again, she orders home insurance.

Finally, we see why she needed that polish. Because she's buffing the outside of her shoe home - she's the lady that lives in a shoe.

Amazon Insurance Store is a new proposition in an insurance market dominated by the ‘Big Four’ Price Comparison Websites (PCWs). Typically, PCWs invest ~40% of revenue into marketing.

Our Challenge

In the UK (our focus market for launch) 70% of consumers shop for home insurance online; primarily on price comparison websites. It’s a noisy, well established category, but consumers feel like the process of buying insurance is something they have to steel themselves for; it’s a fight to choose and buy a product they won’t come to regret.

Our Strategy

To make Amazon a destination for Insurance, we positioned AIS as the insurance platform with the customer focus that Amazon is famous for; helping consumers to ‘choose what’s best for you’.

The Boot -Interior

The interior living space was set in a studio, built to a high and intricate specification, this

was large set of 56 sq m (13.46 m long, 2.13m high at the toe, 7.84m high at the

rear). Shooting all the interior shots.

The Boot -Exterior:

The majority of the Boot exterior was done in CGI, however we built a partial exterior set

in the studio for where our lead character interacts with the house exterior to apply

the polish.

Exterior Environment World:

The exterior environment world was a combination of a foreground set built in

the studio (foreground trees, rocks, foliage) with the mid ground and background created in post production through DMP (Digital Matt Paintings). This allowed us to us create the fantasy environment we wanted and have control over elements, making sure the boot and hero tree are situated in a world that fits stylistically.