brand_ Save the Planet
in collaboration with_ JTI, Amazon
scope_ Branded Content
date_ Nov 2021

the project_
The content (in the form of a medium-length film) originated from the idea of creating an awareness campaign that didn’t just communicate a global and generic message, but told the story of those small daily actions that anyone can take to “save the planet.”
From the interaction with an artificial intelligence (the request to “set a timer for the end of the world,” which is featured in one of the scenes of the mini film), I had the idea of involving Amazon Alexa to make the video experience come to life.
The project then expanded, becoming an integrated campaign between online and offline: on one hand, we filmed and edited the mini film. On the other, we wrote and produced audio content in the form of tips—activated when the user asks, “Alexa, set a timer for the end of the world.” (In reality, Alexa also activates when the user watches the video near a device. But that’s a little bonus.)

my role_ Assistant director, producer, casting, and art direction for the integration of Alexa, copywriter for audio content.