PROJECT 02
ROLE -
Creative Director
CATEGORY -
TV | Digital | SocialAWS is the world’s leading cloud platform. Whether people realize it or not, much of the world runs on AWS—from the everyday services people depend on to the innovations powering the world’s most influential companies. This campaign brings those real customer stories to life, inspiring businesses not yet on AWS to imagine what’s possible.
To visualize this idea, we partnered with acclaimed director Sam Brown to create a fictional AWS building—a vertical world where each floor represents a different customer use case. As the camera rises in one continuous move up the structure, viewers catch glimpses of the AWS-powered innovations happening inside, spanning industries from entertainment to agriculture to healthcare and beyond.
Broadcast Spot
Directed by Sam Brown, our 60-second TV spot highlights a range of customer use cases, showcasing the breadth of brands and industries connected by AWS. From everyday services to global brands, if you’re using technology, there’s a good chance it runs on AWS.
NFL Spot
We extended the vertical building concept into the world of sports, showing how AWS powers innovation for the NFL—from advanced analytics to enhanced fan experiences. Reinforcing a simple idea: if the NFL trusts AWS to help innovate its business, imagine what AWS can do for yours.
OOH
We placed OOH in major business centers, where the rising vertical camera move naturally translates onto real buildings. The work acts as a portal into the structure—reinforcing that there’s a good chance companies inside are already building and innovating with AWS.
Social
We expanded the campaign onto social with carousels that dive deeper into the technology behind the customer stories in our broadcast spot. We also partnered with tech influencers to create more technical, social-first stories—moving beyond brand awareness to engage our builder audience further down the funnel.
