Internal Communication

Amazon Freight:
Internal Communication

Context:

Amazon Freight wanted to increase awareness and drive customer interest in its freight services by leveraging Amazon’s brand trust. To achieve this, an animated awareness-led video was created to be played in Amazon offices and at major expo events, aiming to capture attention and encourage businesses to try Amazon Freight.

Task

The core objective was to script, design, and produce an animated video that effectively communicated Amazon Freight’s key benefits while maintaining brand consistency and maximizing engagement.

Challenges and Action:

Challenge #1: Planning Challenge

Crafting a compelling script that simplified the freight service offering while making it engaging for both internal and external audiences was a key challenge.

Action: Solution

Conducted in-depth research on Amazon Freight’s value proposition and its differentiators.
Developed a narrative-driven script, ensuring clarity, impact, and alignment with Amazon’s tone of voice.
Created a storyboard with dynamic visuals to enhance engagement and simplify complex logistics concepts.

Challenge #2: Execution Challenge

The video needed to balance animation quality with quick turnaround times for event readiness.

Action: Solution

Utilized a modular animation approach to allow flexibility in revisions while maintaining quality.
Implemented smooth transitions and visually striking elements to grab attention in high-traffic event spaces.
Optimized the video for multiple screen formats (office screens, expo displays, social media adaptability).

Results:

Successfully delivered the animated video within the event timeline.
Increased customer inquiries and engagement at expo events.
Strengthened Amazon Freight’s brand recall through a visually impactful, trust-driven message.
Received positive internal feedback for its clarity, engagement, and alignment with Amazon’s brand voice.