Just Ask Sam
Alexa Skill Announcement
In collaboration with the Alexa Team, I led the creative for the launch announcement of the new celebrity skill that allows customers to ask Samuel L. Jackson questions through their Echo products. The deliverables included a launch video that I directed and a social campaign that I creative directed. The highlight, of course, was working with SLJ himself, who I found to be both surprising and delightful.
Launch Video
Alexa has a new partner, Mr. Badass himself, Samuel L. Jackson. In this comedic portrayal of a “Behind the Scenes” recording session, we find Alexa behind the mixing board, acting almost as a director. Taking liberties with the device experience, we played up Alexa’s personality and capabilities to make her almost a foil for Sam’s big attitude. We wanted to play this as a dialogue scene, wherein Sam is looking at the Echo device through the glass of the recording booth, interacting with Alexa in true “buddy cop” fashion.
Onsite & Social
At launch, we revealed the partnership between Samuel L. Jackson and Alexa through an amazon.com homepage placement and a multi-phase social campaign on Facebook, Instagram, and Twitter. Our 1x1 posts featured photography from a photoshoot that I directed, and our Instagram Stories were comprised of BTS footage of Samuel L. Jackson recording some of his responses. On Facebook and Twitter, we posted the launch video along with post copy that included a link to the skill page. Shortly after the launch, we reminded customers of Samuel L. Jackson’s partnership with Alexa through BTS footage. To give viewers a sneak peek into the skill, we added additional Instagram Stories showcasing some of Sam’s favorite Easter Egg utterances and responses.
