Beyond the look of the cover, the touch of the pages, and the sight of the beckoning ink, the words that grab us from the beginning of a great book are a magical thing. What if those words came to life in everyday scenes, writ out before our eyes in curl, block and cursive until, surprise! You realize #YouJustStartedABook? When the team at Hustle tapped The Barkers to create a series of spots for the first ever Amazon Books campaign, that’s exactly where they went.
Executing on this simple, but oh-so-clever idea, The Barkers hid the text from the start of great stories in scenes where type would normally live, but out of context: In a bakery, a fashion ad and yoga parlor, on a video game screen, and more. Each spot builds to the big reveal at the end: #YouJustStartedABook. That, followed by Amazon’s invitation to “Read on, or read another.”
A mix of motion, stills, and graphic art (GFX), “this dream project was a truly integrated campaign with final work living everywhere in almost any ratio you could imagine,” says Chris. “Working in mixed media for the entirety of our careers, our knowledge of how to streamline production to capture motion and stills seamlessly, and in formats that give flexibility in post-production, was key: No need to constantly redo shots for a crazy framing for social, etc.”