One of these things is not like the others

To the untrained eye, the Kindle Fire HD looks like any other black rectangular tablet on the market. It was our job to get consumers to take a closer look, and take notice of its standout capabilities.

 

The power of contrast 

When something captures our full visual attention, everything in the background fades away. To make sure the Fire HD grabbed eyes in print, digital, outdoor and on-device advertising, we auto-focused the scene. A neutral background of everyday objects almost disappears—and the Fire HD’s brilliant hi-res screen, and compelling Amazon content jump to the fore.

 

What we did

Brand Strategy

Brand Design

Advertising Strategy

Campaign Development

Print & Digital Activation

You get the picture. In a busy, cluttered world, the bold Kindle Fire HD stands out. Or you might say,

“Everything pales in comparison.”

To the untrained eye, the Kindle Fire HD looks like any other black rectangular tablet on the market. It was our job to get consumers to take a closer look, and take notice of its standout capabilities.

One of these things is not like the others

Platform to launch great things