Amazon "Modern Love" Marketing Strategy
Marketing a star-studded series based on a New York Times column about modern romance inspired us to take an innovative approach that speaks to the emotional journeys we all undergo as humans in the world today.
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PROJECT SCOPE: ​
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Intakes
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Research and Insights
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Strategic Development
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Creative Direction
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Campaign Ideation
AGENCY PARTNER: TROIKA
CLIENT CHALLENGE:
Create a compelling 360 marketing narrative around a new anthology series about romance in New York... without resorting to clichés.
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OUR SOLUTION:
Celebrate the universal truth of love in all its forms throughout our culture.
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This started with a deep dive into the scripts and audience research. From here, we developed a framework for everything that "modern love" can mean to people today.
We aligned on a core campaign theme, "Love Will Find Its Truth," with a robust language system that had the versatility to speak to the wide variety of stories in the anthology series.
This theme drove a wide variety of
executions across print, digital, OOH,
and experiential concepts.
Our approach even extended to the Prime Video team's use of our selected song, Cat Power's cover of the classic "What the World Needs Now" for the series' launch trailer.
CREDITS
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Client: Amazon Prime Video
Agency: Troika
ECD: Dan Papallardo
CD/Creative Strategist: Josh Chesler
Art Directors: Craig Stouffer, Eric Anderson
Producer: Danixa Diaz