Over the last decade, televisions have continued to get smarter and smarter, but the advertisements we see on them have stayed pretty dumb. With most TVs now connected to the internet, and some even having digital assistants of their own, Amazon saw an opportunity to think bigger, and asked us to design a future vision to demonstrate the creative potential of interactive television ads.

Over several months, we designed a foundational framework and over 70 concepts for how that framework could be applied and extended to all kinds of products and services.