Date: 2018
Client: Amazon
Agency: Mirada (Trailer Park)
Role: Copywriter / COntent strategist
Project: The Homecoming Fishbowl — An Amazon Prime Experience
Situation: During the hyper-competitive 2019 Emmy "For Your Consideration" (FYC) season, Amazon Studios needed to create a massive, unforgettable brand activation to showcase its original series to voters and fans. Inside the historic Hollywood Athletic Club, they built the Amazon Prime Experience, a series of immersive rooms, each dedicated to a key show. For the critically-acclaimed psychological thriller Homecoming, a simple room with props wouldn't suffice; it needed a high-concept, technologically advanced installation that would make visitors feel the show's core themes of paranoia and observation.
Task: Working with the creative studio Mirada, I was tasked with leading the creation of the immersive content for the Homecoming experience. My mission was to translate the show's unsettling "fishbowl" metaphor into a physical reality, creating a memorable and psychologically impactful installation that would become a must-see highlight of the entire event.
Action: I orchestrated a multi-disciplinary team to bring this complex vision to life. The core concept was to build a life-size fishbowl that would make visitors feel fish-sized and watched.
Technical & Creative Integration: I oversaw the fusion of cutting-edge technologies to achieve this effect. We utilized a strategic combination of short-throw projectors, custom-built translucent see-through TV screens, and an intricate spatial audio design to create the illusion of being inside a giant fish tank.
Team & Workflow Management: I managed the entire CG and Editorial pipeline for the project. This involved coordinating the creation of all visual assets, ensuring they were optimized for the unique projection surfaces, and managing the team of artists to meet our tight, event-based deadline.
Hands-On Execution: To ensure the timing and rhythm of the experience were perfect, I personally jumped in to edit some of the crucial video loops myself. The centerpiece of the experience was a 20-foot tall projection of Julia Roberts, perfectly timed with spatial audio to create the unsettling illusion that she was leaning in and tapping on the glass of your fishbowl.
Result: The Homecoming fishbowl was a standout success and one of the most talked-about installations within the Amazon Prime Experience. It effectively translated a complex psychological theme into a visceral, physical moment that resonated deeply with Emmy voters, press, and fans. The experience was lauded for its innovative use of technology and its ability to create a lasting, unnerving impression that perfectly captured the essence of the show, contributing significantly to the overall success of Amazon's FYC campaign.
