Sometimes What You're Looking For
Is Right Where You Left It
Losing Is Not an Option
Same Planet. Different World.
Open Your Mind & Say Ahhh...
It's the Big Apple. Give in to Temptation.
Keep Your Friends Close &
Your Co-Stars Closer
The Road to Justice Is Twisted
Believe In the Extraordinary
#ROLO—Royals Only Live Once
One of the highlights of working on this outstanding comedy series with Prime Video is the opportunity to raise the creative bar on everything from immersive events to print campaigns. Some highlights from our Phase I (pre-nomination) and Phase II (post-nomination) campaigns below.
Just in time for the 2022 Emmy Awards voting window, Prime Video created this showstopping immersive event in partnership with creative agency, Cartwheel. To showcase all of the outstanding crafts in the production of The Marvelous Mrs. Maisel, we invited fans and voters in Los Angeles to experience a day in the life of Midge Maisel’s New York.
As lead Creative Director on the Amazon side, AHW oversaw development of all creative assets for the activation, from the art on the building exterior to costume approvals to set dressings and drink menus.
After the successful 2018 Fall Awards and 2019 Emmy Awards campaigns for The Marvelous Mrs. Maisel Season 2 (scroll down for the Emmy campaign breakdown), AHW was invited to be the creative lead on the 2019 Fall Awards and 2020 Season 3 Emmy Campaigns. As with S2, the campaigns for this groundbreaking Amazon Original Series were premium, far-reaching and effective.
Pandemic challenges notwithstanding, the successful campaign netted the streamer 20 Emmy Nominations, matching its record from Season 2, plus four Emmy Awards and an increasingly diverse fan base.
Highlights from both campaigns below:
Working with creative partners at Gnah and production partners at Multi Packaging Solutions (MPS), AHW led the development of these premium, interactive and reusable mailers. All of the assets were inspired by the consumer campaign’s theme of “Travel.” AHW collaborated with the series’ Art Director to ensure every piece was authentic and reflected the show’s impeccable taste.
Collaborating with Agency of the Year, Bond, we created an OOH marquee campaign nodding to Midge and Susie on the road. These boards delighted voters and fans in Los Angeles, and featured two real-world marquees with hand-crafted wooden letters and original lighted designs. The series also included static vinyl boards made to look like marquees, to round out the OOH campaign. Both interactive marquees switched quotes mid-flight, using updated rave critics’ quotes.
In a first for Amazon, AHW led the development of bespoke Amazon boxes that featured interior printing. Reaching fans and voters in New York and Los Angeles, these boxes were designed in four different sizes and landed on doorsteps to the utter delight of online shoppers (myself included).
Hello Design was an excellent and innovative creative partner in the development of The Marvelous Mrs. Maisel website. The site was created using a modular design, making it easy and fast to swap out content. Interactive features include downloadable Zoom backgrounds, music from the show, trailers, a link to the entire season on Prime Video, trivia, plus links to live activations in Los Angeles. The day after the Emmys aired, the site was updated with a “Winners” module.
This website will continue to be a source of sustainable content as we all anxiously await Season 4.
Check it out here: https://www.themarvelousmrsmaisel.com
After securing an incredible 20 Emmy nominations for categories above- and below-the-line, the show creators wanted to make one final statement. AHW was tasked with creating an impactful Variety cover that was both out-of-the-box, own-able and image-free. The iconic solution: An all-pink cover proclaiming a simple, joyous sentiment: Maisel Tov!
In October 2018, AHW was invited to Amazon Studios to work on the awards campaign for The Marvelous Mrs. Maisel S2, the groundbreaking comedy series from Amy Sherman-Palladino (Roseanne, Gilmore Girls). AHW helped shape and execute this campaign across all platforms including print, digital, social and OOH. Working as a creative director embedded with the awards team, the strategic approach was twofold:
PHASE 1: SUCCESS - 20 EMMY NOMINATIONS
Reach all 20,000 Emmy voters in New York and Los Angeles to leverage awareness and generate nominations. The success of our campaign contributed to an Amazon Studios first: An incredible 20 Emmy nominations for talent and craft.
PHASE 2: SUCCESS - 8 EMMY WINS
Taking the momentum of a 20-nomination triumph, The Marvelous Mrs. Maisel won 8 Emmy Awards, helping to make Amazon one of the top-three-winning studios in 2019.
Phase I and II highlights below:
To remind viewers what they loved about the season, we developed a look that highlighted the scope, depth and richness of the series, while keeping the tone joyful to distinguish it from the other cynical comedies in the field. “Call it—” was our Phase I anchor and we built the graphic treatment and look around this phrase for print, OOH and digital.
High impact! The majority of OOH for this campaign was in Los Angeles, so we wanted to make a big splash with the limited placements we had in New York. Using the “Call it” line as inspiration, AHW chose the images and dialogue from a scene in episode 205, creating an eye-catching installation with a real-life phone cord connecting two boards.
To support the Amazon Events team, AHW worked with brilliant agency Leroy & Rose to develop wild postings which drove voters to giant plunger installations across the city.
With little lead time and an excellent creative agency partner (Virtue), AHW was creative lead on this unique Variety false cover. When opened, the cover reveals a Flexi-disc which plays Midge Maisel’s entire comedy set at the Concord from episode 205.
August 15, 2019 will go down in infamy as the day The Marvelous Mrs. Maisel gave away gas for $.30 a gallon at the Santa Monica Chevron and offered $2 blowouts at Dry Bars across Los Angeles. AHW was creative lead with Melcher Agency to create the map and legend for this robust and memorable activation, as well as all collateral assets. Originally created for print ads in Variety and THR, the map was so well received that it became the landing page for MaiselDay.com, and was printed and given away at all 28 participating businesses.
When it came to Keeping Up with the Kardashians, expectations were high. Every new season had to be beautiful, compelling and different than all the campaigns that came before it. With no new assets, 11 previous campaigns and “Kardashian fatigue” at an all-time high, the KUWTK S12 challenge was big. I based this concept on the Kardashians' dominance in pop culture, and how everything they touch is amplified by association. This phenomenon—and the entire campaign—was all about The Power of K.
After several headline-making seasons, including Bruce Jenner's transition to Caitlyn and a viral "kaleidoscope" campaign for Season 11, the Kardashian media domination continued to amplify. They transcended their TV show to become an undeniable force in pop culture. E! didn't know what the new season would bring—but that didn't matter. Their passionate fan base just wanted more. Leveraging the anticipation of unpredictability, the big promise was that no matter what happened during Season 12, it would be amazing. Obsessively watched, devoured, copied and amplified, this was The Power of K.
The season's campaign used “K” as both a literal and figurative lens, illustrating how The Power of K amplifies every Kardashian move in the pop culture zeitgeist. As a stencil, a magnifying glass, a window, a graphic overlay and a pattern, the “K” is its own language. From social to A/V to digital, print and OOH, every element was elevated and K-ified to support The Power of K.
Season 12 Teaser
In 2022, AHW was invited to work with with the Brand team at Prime Video as A/V Creative Director. In this role I helped the team roll out the new Brand look in Global sizzles, targeted-audience spots, and an in-cinema courtesy “Silence Your Cellphones” special sizzle.