| Titolo | Graduation |
| Agenzia | Grey West |
| Campagna | Graduation |
| Cliente | Amazon |
| Marca | Amazon |
| Data di Prima Diffusione/Publicazione | 2020 / 7 |
| Settore | Online Retail, E-store |
| Trama | Looking at old photos has the unique ability to take us back to a particular moment in time, evoking memories and nostalgia in a visceral way. Entitled ‘Graduation’, the heartwarming film brings to life the notion of ‘memories delivered’, evoking not only what a treasured memory looks like, but what it feels like. The 15-second spot follows a boy preparing to celebrate the first graduation in the family. Whilst viewers are led to believe it will be him donning the graduation cap, it’s revealed that it is in fact his mother who they are celebrating. Later in his room, the son reflects on the occasion, asking Alexa to ‘show me mum’s graduation photos.’ |
| Filosofia | The shoot took place in Denmark, with Duncan directing on set alongside executive producer Kojo Abban. Due to the Coronavirus pandemic, the team had to work remotely with the agency and Great Gun USA’s executive producers in LA – whilst the client was based in Seattle. Working to accommodate time differences was thus vital. During pre-production, the team in Denmark completed casting and scouting during the day whilst speaking to the agency during evenings. The situation was reversed during the shoot, with days beginning at 10pm LA-time and continuing until the next morning. Despite such challenges, the team worked to make the shoot feel as traditional as possible, with Duncan also establishing a ‘zoom room’ to speak directly with the creatives and producers. |
| Tipo di Media | Interattivo |
| Lunghezza | |
| Market | Danimarca, Regno Unito |
| Head of Marketing | Kymber Lowe |
| Advertising Manager | Rachel Metscher |
| Video Production | Michael Sternoff |
| President | Alex Morrison |
| Chief Creative Officer | Rodrigo Jatene |
| General Creative Director | Rafael Gonzaga |
| Creative Director, Copywriter | Tres Colacion |
| Creative Director/ art director | Giancarlo Rodas |
| Copywriter | Deepika Desai |
| Art Director | Yeon Yoon |
| Chief Production Officer | James McPherson |
| Executive Producer | Mac Demy |
| SVP, Head of Business Affairs | Stephen Bernstein |
| Business Manager | Angelique Vargas |
| VP Account Director | Bec Bowman |
| Casa di Produzione | Great Guns USA |
| Director | Duncan Christie |
| Executive Producer | Thom Fennessey |
| Head of Production | Clarissa Troop |
| Executive Producer | Kojo Abban |
| Producer | Mads Noerfelt Marstrand |
| Direttore della fotografia | Jasper Spanning |