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Amazon: The Show Must Go On by Lucky Generals

Client: Amazon
Date: Nov 2020
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Amazon has unveiled its holiday 2020 campaign, which tells an inspiring story of a determined young ballerina bringing the community together amidst the challenges of this year set to an arrangement of Queen’s 'The Show Must Go On'.

The campaign features 17-year-old French ballet dancer, Taïs Vinolo, who much like the character in the ad has continued to train and practice her craft despite the challenges of this year. We follow her powerful story as her dreams of dancing a lead role are cancelled due to Covid-19. Not letting this hold her back, she continues to practice her routine – dancing wherever and whenever she can. Inspired by her resolution and resolve, her sister and the community around her pull together to give her a stage and an audience in an emotional finale.

Credits

Amazon Campaign Team

Simon Morris – VP Global Creative

Jo Shoesmith – WW Executive Creative Director

Jennifer Finch – Senior Campaign Manager, EU

Kelly McFarren – Senior Campaign Manager, Global

Kara York – Senior Creative Program Manager, Global

Jennifer Orrestad – Creative Program Manager, Global

Agency & Production

Creative Agency – Lucky Generals

Director – Melina Matsoukas

Production Company – PrettyBird

Local Production Company – Division

Editing – Andrew Morrow

Post Production – ETC

Sound – Sam Ashwell / 750mph

Music Composition – Peter Mauder