Onesal Work for Amazon Picks Up Three Awards at Adfest

Last April, ADFEST announced at their virtual awards ceremony its 2021 Lotus Awards. Holidays for Amazon Japan, from astounding Onesal motion design studio, picked up a silver award under the category #FilmCraft for animation (in-camera or digital) and two bronze awards under the category #DigitalCraft for Digital illustration and music/sound design.

ADFEST is Asia’s most distinguished creative festival. Widely known for showcasing the uniqueness of local culture as well as the region’s best creative works and content out of various disciplines.

For this CG animation piece, the studio imagined the world of Amazon Japan, using only design. Further to this, positive feelings around what an Amazon box arriving means have been translated into visually stunning representations through Amazon’s distribution center. With an abstract approach of the conveyor belt, they reimagined and modeled different supplying stations to be mixed with the different types of products Holidays tactile micro-universe displays; From worldwide known sneakers to regional icon Mount Fuji, altogether set in an ultra-detailed environment with a charming, stylish color palette and a catchy motion design.

Alessandro Agnini, head of creative from Amazon Japan, describes the project as the development of an abstract representation of Amazon's fulfillment center. By using the brand's iconic logo, the studio has given life to some adorable Amazon Boxes, adding humanity to the environment. Through a handcrafted-like process, they put a lot of attention into small details to highlight the tactility factor, like tracing the cardboard texture. The outcome: Short stories told in a few shots about sister boxes helping a friend in trouble or coming together to receive the new year. 

Onesal head of production Ailin Brunner, comments on Holidays for Amazon: “The campaign consisted of key visuals, web assets, social pieces, and five TV and social films including one released during the end of the year NHK Kōhaku Uta Gassen, the most-watched event of the year in Japan.”