The Wheel of Time

Role: Senior Integrated Creative Producer
Channel: Print, A/V, Social, Paid Media, OOH, Experiential

Logo

With an already established book logo, a decision had to be made whether to continue with that same look or redesign a new logo for our series. In an effort to start fresh with a Prime Video identity, we dove into months of creative development, design, creative testing, and animation.

Key Art

The Wheel of Time is an epic fantasy series that deserved a well rounded, eye stopping key art campaign. Inclusive of key themes, story tropes, diverse character representation, and even a commissioned artist piece, this campaign featured a variety of art pieces as well as multiple character sets.

Out Of Home

To mirror the scale of our series and our artwork, we were able to find some of the most unique and first of its kind out of home placements. We even developed a 3D billboard activation that was localized and seen in multiple locations around the world including Times Square and Piccadilly Circus.

AV

Specialty Content & Behind The Scenes

Social

Tease Campaign

Due to COVID-19, there was an extended timeframe where we needed to engage our audience but not give too much away. We carefully crafted tease assets that retained very high production value that allowed us to maintain conversation and anticipation for the series.

Character Trailers

With such an intricate plot there was a need to create abbreviated trailers to explain different characters, races, factions, and monsters to educate audiences before diving into the series.

Digital

The Wheel of Time team developed a first of its kind landing page for our launch. This site sat within Prime Video but was a hub for behind the scenes content and series extras to allow audiences to immerse themselves in the series. We also had the largest digital ad campaign across the Amazon ecosystem that included a hero banner on Amazon.com as well as an IMDB takeover.

Interactive Map and Timeline

IMDB Takeover

Amazon Partnerships and Promotions

Leveraging the power of Amazon, our campaign was able to tap into a variety of amazing partnerships across publishing, retail, Twitch, Whole Foods, Book Stores, and more. We also curated a handful of external partnerships that we felt would plus up our campaign.

Global Premiere

Amid a global pandemic we were able to organize a global premiere at the BFI IMAX in London with talent and showrunners walking the blue carpet. We also created Amazon’s first ever global content experience, flying influencers in from around the world to attend the premiere.

Credits

Brand Manager - Patrick Hendrickson, Alan Pilest
Creative Director - Sarah Hamilton, Julio Cabral, Brian Hunt
Social Media Manager - Virginia Guevara
Social Production - Alex Bertoni
AV Production - Liz Catullo
Production - Chris Belanger
Partnerships/Synergy - Amber Fonseca, Brooke Hirashi, Tara McCluskey
Publicity - Ben Brown