In late 2016 the Kindle app team engaged us to create photography and video short vignettes to introduce an updated version of the Kindle app that includes a redesigned UI. They wanted to include – for the first time – a 15-20 second audio-less video loop to be played upon first use that depicts individuals using the app in relevant situations. This video and photography was created for first-time Kindle app users, most of which don’t own a Kindle device or read Kindle e-books today. In order to evaluate the impact of the investment, we deployed to new app users in the US measuring to see an increase in the percentage of first-time app users that register the app relative to a control group. At the time, there was almost no original photography that depicted customers reading on a tablet or smartphone that can be used in Kindle's extensive app marketing, Amazon homepage placements, emails, daily deal communications, etc. The team was using stock photography that did not capture the right customer use case, expression or align with the master brand. Our goal in doing a joint video and photoshoot would be to create unique and aligned Kindle device photography and present a single cohesive brand perception.
In these videos and photography we wanted to highlight the quiet and peaceful moments that happen when a reader escapes into their favorite book. These are the moments in your everyday, where time suspends. The blowing of wind in hair, sunlight through the trees and a dog’s wagging tail, tell a simple story; with the new Kindle Reading app, an escape can happen anywhere.