Humanizing technology for the biggest company in the world

We work with Amazon to architect stories that move and inspire global audiences

Amazon’s technology powers the most popular innovations on the planet. It’s a vast enterprise, and new challengers rise up constantly. To stay on top, Amazon needs more than better technology. They need powerful messaging that humanizes the technical and personalizes the abstract. 

Since our founding, we’ve worked with Amazon to do just that. Through numerous projects across the Amazon ecosystem—dozens of conferences, hundreds of keynotes—we have combined deep technology knowledge and audience empathy with an ability to deliver extensible, beyond-the-brief impact that puts business needs first.

Our contribution

Turning technical concepts into riveting mainstage keynotes for Amazon’s most important events

Tech events are massive investments, operating under strict deadlines, populated by complex personalities with dramatically different skill sets. The biggest reach millions. The stakes are high.

Article Group partners with key Amazon executives to develop and design mainstage keynotes and provide narrative consulting. When Amazon personnel are working day and night to produce their biggest events, we’re on-site providing a steady hand and professional support. We don’t go home until the audience cheers.

We translate complex technical details into impactful creative, transform hazy ideas into foundational strategy, and always transcend beyond the scope of any project, creating value that extends far beyond event day.

Reimagining an on-stage keynote as an engaging virtual event

In the time of COVID-19, every keynote is virtual. AWS has the team and process for in-person keynotes, but needed a partner to help solve for virtual keynotes. With pandemic as backdrop, planning was constantly in flux and timelines were shortened. Article Group shepherded the Amazon CTO, his team, and the content itself through uncharted territory, redefining every aspect of the keynote. 

We defined and connected internal stakeholders across the whole project, strategizing new workflows, organizing and directing major touchpoints. We storyboarded and scripted, designed all visuals and animations, including short form videos, and directed both in-home and studio recording. 

Reviews were glowing, attendance was through the roof—and dreaded drop-off rates minimal. During a time of rapid change, high risk, and exceptional uncertainty, we are the trusted, go-to partner for bringing Amazon’s biggest stories to their most important audiences.

Virtual keynote can be viewed here.

Translating complex AI technology into an emotional story about human connection

Amazon has been using artificial intelligence in its products for decades. But the market gets more crowded with competing messages about AI every day. 

To break through the noise, we architected a story to help Amazon connect the abstract features of their market-leading tech to the deeply human, real world moments that technology makes possible. The inspiring, heartwarming message had to resonate with an audience of savvy developers—which meant that uplifting Amazon’s message couldn’t undercut the technical complexity and value of their products. 

Working closely with Amazon Alexa’s Head Scientist, Article Group created a narrative presentation about how Amazon is using AI for good. To drive it home wrote, produced, and directed a video featuring an Amazon customer that uses AI to combat child trafficking online. The video builds trust in trust in AI as a force for good. By extension, the video positions Amazon as a thoughtful and responsible partner and leader working on the cutting edge. 

Amazon used the video to close the “Future of AI” keynote during their annual flagship conference, AWS Re:Invent.