GARRETT MARSHALL HILLEGAS
CARBON INTENSITY
As the industry around the world races to reduce their carbon footprint, it's common to see their progress showcased to investors as a point of pride and reassurance they're changing with the times. One great example of this during my career was Amazon's "Carbon Intensity" campaign which was spearheaded by an infographic video aimed at educating investors on the industry leader's efforts.
Services
Art Direction | Digital
Client
Amazon
Year
2022
To begin our exploration, I and my team quickly turned to Amazon's official sustainability brand guidelines, a visual system that had already been established by the client, and handed off to our team as a reference. Kicking off our first pass, we stayed commited to this pre-approved look. A detailed, and interesting visual style that both our team and the client approved of early on.
Kicking off our first pass, we stayed commited to this pre-approved look. A detailed, and interesting visual style that both our team and the client approved of early on.
Original Storyboard Pitch
Original Storyboard Pitch
Key Art
Key Art
However, when creating for a massive industry player such as Amazon, sometimes style must take a backseat to substance. Thus, over rounds of feedback, client leadership eventually determined they needed a cleaner, more obvious Amazon look for their investors While this was a frustrating blow to the creative team, our team rallied behind the new feedback and delivered a clear, readable visual system that felt holistically Amazon. While this change did represent a big shift late in our process, ultimately the final product received great feedback from the client and investors alike.
While this was a frustrating blow to the creative team, our team rallied behind the new feedback and delivered a clear, readable visual system that felt holistically Amazon. While this change did represent a big shift late in our process, ultimately the final product received great feedback from the client and investors alike.
Final Approved Storyboard
Final Approved Storyboard
Final Approved Video
All Projects
Key Art
Key Art
Final Approved Video
