Amazon Prime Opener

A cinematic brand opener for Prime Video — built in partnership with Amazon's Global Brand team and Pentagram for an audience of 200M+, designed to introduce a new identity without ever competing with the content that follows it.

Client: Amazon
Role: Art Director
Studio: FutureDeluxe
Year: 2023
Tags: brand · motion · opener · 3D
External: behance.net ↗

Description

Brand openers for streaming services are a strange constraint: you’re designing something that has to feel like a promise to 200 million people, and then immediately get out of the way of an animated kids’ film, a war drama, and a docuseries about ant colonies. Pentagram had set the new identity in motion in parallel with our build, so the assignment was less “interpret the brand” and more “give it a body” — a language that could carry weight, hold the wordmark, and still cool back down to neutral by the time the show began.

I worked through design and animation across the build. Most of the work was rhythm-by-frame: how long does the opener stay maximalist before it has to surrender the screen? Get it wrong and you’re either invisible or in the way. The version we shipped sits inside that window — confident enough to feel like a brand statement, restrained enough to disappear when the play button does its thing.