Amazon | Alexa Echo
The Project
A TV30 for Amazon's AI assistant, scripted in-house, drawn straight from last night's dinner
The Challenge
Amazon needed to promote the Echo’s Alexa voice assistant in a way that felt immediately relatable and embedded in everyday moments—something beyond tech specs or feature-dumps. The goal was to show Alexa woven into the mundane (like “last night’s dinner”) but in a polished, cinematic format. The challenge included balancing authenticity and aspiration, keeping things simple so that the product remains front-and-center, while avoiding feeling overly staged or sterile.
Our Approach
Effie Studios crafted a short live-action spot set in a home environment, using the “scripted in-house, drawn straight from last night’s dinner” premise to ground the action in a scenario many viewers recognize. By casting characters in a domestic dinner setting and scripting interactions with Alexa that reflect actual household use, they built warmth and familiarity. Production design focused on realistic lighting and set dressing, to avoid slick gloss but still look visually appealing. Direction and editing emphasized natural pacing—allowing small moments (e.g. turning to ask Alexa to order bath salts after dinner) to feel genuine, not forced.
The Result
The piece succeeded in reinforcing Amazon Echo’s position as a voice assistant that belongs in everyday life—not just as a gadget, but part of the family routine. Viewers respond positively to the relatability: seeing dinner-time chatter or everyday questions made Alexa feel more approachable. It helped build emotional trust in the brand, showing that Alexa doesn’t need special occasions to demonstrate value. For Amazon, this kind of work bolsters user retention and feature engagement, because people who view Alexa as part of their daily flow are more likely to use it frequently.