THE OPPORTUNITY
How do you make small businesses feel massive through the use of the Amazon marketplace? Amazon was facing this exact question with their annual small business campaign, and turned to Tool to help with a creative vision and hybrid production approach.
THE CREATIVE BRIEF
Across two annual campaigns, Amazon wanted to highlight some of the most human elements of Amazon.com: small business owners. Tool and Amazon partnered to develop 7 scripts that tapped into the messages Amazon needed to resonate with their intended audiences, while enhancing production with the use of AI.
A HYBRID PRODUCTION
Filming on a studio lot location in Los Angeles, Tool’s content production team assembled a state of the art green screen shoot with a crew highlighted by Directors Bobby and Brig White and DP Bianca Cline. The spots were filmed over 4 days, with the on set crew and AI/VFX team working in conjunction to make sure everything worked together.
POST & AI
After picture lock, we used a Tool-developed AI pipeline built around proprietary 3D tracking and depth mapping. This system was engineered internally to create photorealistic environments that accurately respond to live-action plates in perspective, scale, lighting, and spatial continuity.
Our post partners at Cut and Run and Jogger Studios supported final compositing and finishing to merge our worlds.
Tool’s AI workflow extended across multiple areas of post production.
THE FINAL SPOTS
Combining new production and post processes, this allowed Amazon to scale their small business and employee stories. The final spots are now airing.
