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Amazon Books Transports You to a Fantastical World of Reading in Spot from Droga5 London

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Film brings to life distinct book genres through a plethora of mix-media styles

Amazon Books Transports You to a Fantastical World of Reading in Spot from Droga5 London

On July 25, 2022, Amazon Books in partnership with creative agency Droga5 London, is launching a new campaign called 'That Reading Feeling Awaits', which gives life to the invisible magic that happens inside our imaginations when we read – inspiring readers to read more and get more out of what they read.


Campaign Idea and Markets

This global campaign by Amazon Books is designed to enchant the world with books and the unique relationship we have with them, especially as people devote more and more time to streaming and scrolling. Across different countries and generations, reading is something that has always facilitated understanding and connection. It’s a shared habit that many – if not most – wish to cultivate.

The global campaign will run in the US and UK from the end of July through to the holiday season in two bursts. It’ll be predominantly online video, supported by social, digital, OOH and a 3D special build at Penn Station. 


Online Video 

The films hero the unique relationship that each reader has with the book they’re engrossed in. Starting wide, each scene pushes towards the reader before flipping to their perspective and showing the world of the book come to life where they are - a co-production of the person and pages.

Jumping through five different scenes, the film brings to life these distinct book genres through a plethora of mix-media styles. Stitched together, the film glides through a cross-section of people, places and feelings. Five post-houses were onboarded to authentically bring to life a chosen genre, and were not tasked with any other scene outside their own.


Social & Outdoor 

The social and out of home assets pair simple photography of a reader behind their book with their illustrated thoughts jumping off the page. To bring the magic of reading to life, these assets feature the inner monologue of different readers responding to the books they are reading.  


Over 20 different illustrators were briefed to give variety and distinction to the social and OOH assets. Each illustrator was briefed knowing just the book genre and their specific word or illustration to bring to life, leading to a rich combination of styles which mirrors the multifaceted and idiosyncratic nature of reading.

Social Stickers & BookTok Challenge 

Additionally, Droga5 London and Amazon Books have created a bespoke sticker pack and emojis to allow everyone to share their love of reading across social platforms. The stickers were co-created by a collective of talented artists including Dan Woodger, Mat Voyce, Loulou Joao and YONK. 

These will be promoted by leading influencers on BookTok, the ‘that reading feeling’ challenge encourages the public to post their favorite book, adorned with the animated stickers that help bring to life the feeling. The sticker pack and emojis are available through Amazon’s social channels.

Matt Hubbard, creative director, Droga5:  “There’s a magic to reading that modern-day media like streaming or scrolling simply can’t replicate. An intimate relationship between reader and writer, books unlock myriad feelings from joy to sadness to having your mind blown and everything in between. In a world of fast content, diving into a good book has never felt so rewarding.”

Chris Chapman, head of design Droga5 London: “Reading feels so special because it’s a co-production between a book and our imagination. We wanted to show what this feels like, that while reading looks passive from the outside the feelings it creates in us are richly multi-layered. We worked with 17 different illustrators to create an eclectic treatment that combined vivid textures with the free-wheeling feel of user generated content.”

Josh Fein, director of Worldwide Marketing, Amazon Books:  “I get to work with a team of passionate readers who want to inspire reading and help you find your next favorite book. That Reading Feeling Awaits is our call to crack open that hardcover or switch on your Kindle to feel the rewards of the immersive reading experience.”

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Client Credits

Director of Global Marketing - Amazon Books: Josh Fein

Head of Brand Marketing - Amazon Books: David Rosenberg

Senior Brand Marketing Manager- Amazon Books: Radnyee Pradhan

Sr. Brand and Campaign Manager - Amazon Books: Ben Creasey

Agency Credits

Agency: Droga5 London

CCO: Shelley Smoler

Creative Director: Matt Hubbard

Creative: Chris Russell

Creative: Ahmed Ellabib

Head of Design: Chris Chapman

Agency Producer: Sophie Paton

Agency Producer: Caroline Angell

Agency Producer: Rob Steiner

Assistant Producer: Olly West

Strategy Director: Pete Heskett

Head of Account Management: Jen Knox

Senior Account Director: Tom Elias

Account Director: Laura Kidd

Account Manager: Heidi Brown

SOCIAL & OOH

Creative Director: Matt Hubbard

Creative Director: Chris Chapman

Senior Designer / Art Director: Hannah Stewart

Senior Designer / Art Director: Matteo Alabiso

Creative: Chris Russell

Creative: Ahmed Ellabib

Motion Designer: Michael O’Brien

Motion Designer: Rob Wicksteed

Studio Director: Tim Larke

Art Producer: Katerina Gharraph

Senior Creative Artworker: Paul Callaby

Artworker: Nik Coomber

Strategy Director: Pete Heskett

Head of Account Management: Jen Knox

Senior Account Director: Tom Elias

Account Director: Laura Kidd

Account Manager: Heidi Brown

PRETTYBIRD

Director: Tom Noakes

EP: Juliette Larthe

HOP: Fiona Bamford-Phillips

EP: Ted Thornton

Producer: Cindy Burnay

New Business: Shiara Miranda

Treatment creative direction: Tom Manaton

Stop Mo / Puppetry Production: Benji Landman

Stop Mo / Puppetry Production Assistant: Lottie Lindsay-Beavan

Live action Production Assistant: Becca Stovold

VIRTUAL FILMS

MD / EP : Scott Horan

Senior Producer: Joan Garcia

Producer : Dani Ojeda

PM: Dani Gonzalez

PC: Olga Airas

PA: Paula Comella

Prod. Designer: Maria Puig

MD / EP : Scott Horan

Senior Producer: Joan Garcia

Producer : Dani Ojeda

PM: Dani Gonzalez

PC: Olga Airas

PA: Paula Comella

Prod. Designer: Maria Puig

VIRTUAL FILMS
BLACK KITE STUDIOS

Colour: Thomas Mangham

VFX Producer: Hannah Ruddleston

VFX Supervisor 2D: Guillaume Weiss

VFX Supervisor 3D: Fin Crowther

2D VFX team: Jonny Freeman, James Adamson, George Brunt, Andrew Curtis, Jack Stone, Venu Prasath

3D VFX team: Andrew Bartholomew, Pawel Luszczak, Marcel Ruegenberg, James Hansell, Tsvetelin Krastev

VFX On-Set Supervisor: Tito Fernandes & Jonny Freeman

STRING & TINS

Sound Design + Mix: Joe Wilkinson, Culum Simpson, Lawerence Kendrick

Music Composition: Ioana Selaru @ String & Tins

Audio Producer: Olivia Endersby

JIMMY GRIMES PUPPETRY

Pupeteer: Jimmy Grimes

Puppeteer: Andy Bruskill

1st Assistant Director: Laura Carrion Del Pozo

Runner: Flo Hoge

Director of Photography: Chris Clarke

Focus Puller: Steve Burgess

Gaffer: Bernie Prentice

Electrician: Gary Saunders

SFX/ Prop Standby: Nick Roberts

Art Department Assistant: Harrison Clark

VFX Supervisor: Jonny Freeman

ISABEL GARRETT / STOPMO

Animation Director: Isabel Garrett

DOP: Daniel Morgan

Gaffer: Evance Breteuil

Spark: Brendan Freedman

Character Design: Nelly Michenaud

Puppets: Sculpt Double

Set Build: Oliver Arnell Argles

Art Dept: Anita Bruvere

Art Dept: Rachael Olga Lloyd

Art Dept: Daisy Collingridge

Art Dept: Lisa Ott

Animator: David McShane

Animator: Anita Bruvere

Rigger: Robin Jackson

STUDIO AKA

Director: Marcus Armitage

Producer: Nikki Kefford-White

Production Assistant: Lara Salam, Meera Nasheed

Editor: Nic Gill

Animation: Marcus Armitage & Darcy Woodbridge

Artworking: Marcus Armitage

SOCIAL & OOH ARTISTS: Anton Hjertstedt,Sam Lyon, Fantasista Utamaro, Joseph Mehuish, Alex Valentina, Thomas Burden, YONK, Mat Voyce, Patrick Savile, Nick Kempton, Jordan Harrison , Eva Munnich, Romain Braccini, Jae Yeon Kim, Loulou João, Studio Private, Dan Woodger, Electric Theatre Collective

STUDIO PRIVATE

Creative Post-Production: Studio Private

CGI / VFX Producer: Jeremy Djaffer

Genres: Animation, Visual VFX

Categories: Books, Media and Entertainment

Droga5 London, Mon, 25 Jul 2022 14:08:49 GMT