AMAZON PETS
Creative Director, Video Director
Agency: Movement Strategy
For #AmazonPetifying, we channeled our inner 90s kid and created a nostalgic, ghouly, over-the-top halloween commercial. Filled with 90s tropes, the campaign invited pet lovers to participate in a pet-costume-contest and purchase holiday favorites with Amazon Pets.

INSIGHTS
1- Build Nostalgics Worlds
During Holidays we participate in celebration rituals and share nostalgic moments from childhood. Halloween is a celebration where we build worlds and assume characters.
2- Reminisce and Share
As Humans on the internet, we love to relive and rediscover the best memories from our past. We also want to re-create these moments and share. We are drawn to content that is deeply relatable, cathartic, and incites us to take action in our own life.
3- Pets Awaken the Inner Child
As pet owners, we want to re-create our childhood magic to share with our furr babies.
AMAZON PETRIFIYING
Millennials love 4 things: Amazon, Their Pets, Pet Videos and The 90s
BRIEF
Promote Amazon Pets’ annual Halloween Costume Event with a playful campaign that encouraged our audience to engage with the brand directly.
CREATIVE STRATEGY
A full-funnel approach designed to build momentum before, during, and after the event—using awareness content, UGC contest engagement, and shoppable posts to guide audiences from buzz to purchase.
EXECUTION
Leaning into 90s Halloween nostalgia, the work blended campy party scenes, practical effects, and collage-style edits to create a quirky, shareable energy that celebrated pets as the true stars of the season.
Instagram Stories and Tik-Tok
Social first content

How Its Made
Production Design: Built 7 free standing 90’s house party scenes, placed on the cyc as island vignettes. Each scene was scaled to pet sized and relied on practical lighting such as GOBOS and live FX. We drew inspiration from creepy 90s films, the still above as Edward Scissors Hands.
Lighting: In order to get maximum control and speed, we relied on stage lighting mechanics that included custom programmed Sky Panels and Leko Lustrs. A mobile truss allowed us to save time and execute practical effects in real time; lighting, smoke, camera flashes. Lighting Design: Carl Knight, Michael Potvin of Nitemind
Camera: Frames and movement were inspired from 90s Halloween Commercials. The Red Komodo lead the production with support from a Mini DV and several polaroid cameras. The movement was supported by a fisher dolly and lens diffusion/filters created the nostalgia look.
Post: Directed the edit in a comedy style and for a quick paced social audience. In addition to all the practical effects on set, we weaved in VFX like motion tracking, compositing, collage style 2D animation, sewing together the dollyshots and whip-pan transitions. Creative Director Annalise Yuri Murphy, worked closely with Editor Taylor Kenny to study the comedic effects of directors like Edgar Wright.
Campaign Branding
For the branding and campaign graphics, we drew inspiration from 90s Nickelodeon halloween specials, fast food branding, and book covers like Goosebumps.
Credit Due
AMAZON:
Amazon Pets:
Lead: Adrian Gaitan
Manager: Stephanie Wright
MOVEMENT STRATEGY:
Account: Elizabeth Bassett, Cole Cradduck
Account: Elizabeth Bassett, Cole Cradduck
PM: Rachael Brandon
Producer: Nathan Laguardia
Strategy: Diana Jannuzzi
Art Director: Christina Henderson
Copy: Manjari Doxey
Design: Seyeon Thompson
Movement Social: Carly Simon, Jasmyne Johnson
Director: Annalise Yuri Murphy
Edit + Animation: Taylor Kenney
AD: Lionel Cineas
DP: Xavi Portillo
1stAC: Godfred Sedano
2ndAC: Kevin Marquez
Gaffer: Carl Knight
Lighting Design: Nightmind, Michael Potvin
Production Design: Jeremy Derbyshire-Myles
Art / Set Decorating: Aniza Iñiguez
Art PA: E Stelle
PA: Bertus Regis
Studio: Be Electric