As the creative lead, my goal for this project was to build awareness for Amazon Freevee’s FAST program by creative directing A/V assets to promote awareness and linear education.
We will use this opportunity to educate Freevee customers around the multiple value propositions of our FAST offering that were reinforced via research results: the lean-back experience by showcasing the UI in the creative assets, touting free access, showing the ease of use, and most importantly promoting the vast array of new, relevant, and nostalgic content that’s also complementary to Freevee’s VOD experience. These ads are intended to be used as our new container for Linear Education work as we span future genres, partners, and categories.
In order to create a connective tissue across all our FAST/Linear marketing and ads, we will be utilizing a new LIVE icon, which I designed and the team did extensive testing on. It also leverages Freevee’s iconic brand colors, but gives a subtle nod to the nostalgic TV bars and cable TV, which we’ve seen customers resonate with. From in-product use, we look to see if the icon can be leveraged within the Freevee and Prime Video product vertical or navigation tools.