COMPANY
Amazon
ROLE
Art Director
YEAR
2018
In this campaign, we explored the universal questions "Who am I?" "Are we connected?" and "Am I loved?" to examine how one's name and heritage defines them. Just as The Romanoffs peels back the hidden layers that define our identity and relationships—the talent, the locations, the unique and unexpected stories—to build anticipation, drive urgency, and increase engagement. We leaned into our star-studded cast of recognizable talent and wove extraordinary, yet ordinary, tales using the characters' Romanov heritage as the thin thread that binds. Showcasing the worldly scope of the limited series was also a key component to the campaign that helped reel in cultural sophisticates hungry for premium entertainment.
The tease phase of the campaign began with out-of-home media featuring cryptic images of everyday, modern life with the Romanov crest creatively woven in. Aside from the release date, no messaging or branding was included to help drive intrigue. Our payoff key art was later swapped into the same out-of-home boards, allowing viewers to connect the dots between the two creatives.
The Amazon.com and Prime Video platforms are always instrumental vehicles in driving series campaign success. Advertising through owned media allowed us to cast a wider net for drawing in new customers than other forms of media could. The Romanoffs digital campaign spanned desktop, tablet, mobile, and living room devices, and included a custom AV piece on the Amazon.com homepage the weekend of the series' launch.
Weekly episodic key art refreshes on owned media allowed us to further reinforce the anthology format by featuring different talent and locations, while also reminding customers that a new episode was becoming available that week. Utilizing unit photography for this series helped paint a picture of each episode’s story.
We designed a press kit that dove into the making of the series through interviews with the brilliant makers behind the show, complete with DVDs to watch the first three episodes ahead of the series launch. A Romanoffs-branded 23andMe kit accompanied the mailer for recipients to explore their own ancestry in the spirit of the series' theme of how heritage defines a person.
We rolled out the red carpet at advance screenings in LA, NYC, and London, complete with a gold-framed, Romanoffs-branded step and repeat for photo opportunities. Fans and press were given the royal treatment with fun promotional items, like bottles of vodka to enjoy while watching the series premiere at home.
We took to social media to expand the reach to our audience, with a custom Romanov crest Twitter emoji, character pieces, and header images featured on both the series' and
Prime Video’s social pages.
The bold, distinctive Romanoffs red made for bright, eye-catching print pieces.
