Open book displaying an illustration of people working with boxes and containers, and a page with the title 'Amazon Web Services' and a cloud logo in gold.

AMAZON WEB SERVICES

AWS asked Jack Morton to unify its presence in sports through a single brand platform that spanned hockey, Formula 1, and golf. The challenge was to create three distinct campaigns under one cohesive strategy that worked across broadcast, digital, experiential, and social channels. At the heart of the platform was a simple truth: year after year, fans are getting smarter stats, faster insights, and deeper details on their favorite players, moves, and wins—all powered by AWS. This big brand message positioned AWS not as background technology, but as the engine making the game smarter for teams and fans alike.

AMAZON WEB SERVICES

Working with the talented teams at Jack Morton from the West Coast to their brilliant Designers in Bangkok, we created a refreshed brand for Amazon Web Services and pulled that branding through to 3 experiential campaigns for the brand. The following are excerpts from the pitch deck that won the business.

(now in production)

AWS strategy presentation slide with sections titled 'The Ask' and 'Our Task'. 'The Ask' is to develop three unique integrated campaigns under one overarching strategy. 'Our Task' is to make AWS the MVP for business executives and sports fans throughout the year, with additional context about engaging with leagues, teams, and players.
A dark background with a large crowd of people and an overlay of white text that says 'The Insight'. Additional text explains that fans have access to a large amount of sports content and want to see action they are most interested in.
Digital graphic with circular target design and the words 'BRAND PLATFORM' on a dark background with grid and star pattern.
Screenshot of a presentation slide titled "FAN* ANTHEM" with a dark blue background. The slide contains a paragraph explaining how AWS-powered sports experiences bring fans into the celebration and tell stories through data, from stadiums to sofas. The slide has references to AWS, highlights macro perspectives, data transformation, and innovation in sports, with the phrase "All the Angles" at the bottom.
Digital graphic with the text 'All the Angles' and the AWS logo, featuring a dark background with abstract data points, lines, and geometric shapes.
Slide about AWS Brand Platform with title "All the Angles" discussing language targeting for business and sports audiences, with sections emphasizing performance and action from all the angles, set on a dark background with purple and white text.
A presentation slide titled 'Key Components Across Tentpole Events' displays a visual diagram with various campaign channels including social media, digital, IRL, loyalty programs, and amplification strategies, all centered around 'All the Angles.' The slide discusses using key channels and touchpoints for campaign engagement.
A presentation slide titled 'Setting the Tone' with three sections. The left section shows a hockey player with the label 'NHL' and the caption '4 Nations Face-Off.' The middle section features a Formula 1 car with the label 'Formula 1' and the caption '2025 F1 Car Launch.' The right section displays a golfer with the label 'PGA' and the caption 'The PLAYERS Championship.'
Digital graphic with a dark blue background featuring a circular element with the number 02 and the word CREATIVE to the left.
Digital graphic with a navy blue background featuring small light blue and white pixelated squares and crosses. In the center, there is a large dark teal circle with multiple concentric light blue circles around it. Inside the circle, white text reads "NHL", with smaller blue text above it saying "Campaign 01".
An illustration of four hockey players in white and blue uniforms, in a skating position, with a digital background, and text overlay about hockey shot difficulty.
An informational graphic about NHL's Degrees of Difficulty Challenge, featuring a smartphone showing a tweet from NHL about the challenge with an image of hockey players in blue and white uniforms.
LINK TO EXPERIENTIAL 1
Digital graphic displaying a central circle with the text "F1" and "Campaign 02" above it, set against a dark background with a grid pattern and small square accents, resembling a radar or target interface.
Graphic featuring two Ferrari Formula 1 cars racing, with prominent logos and digital effects, accompanied by text about F1 innovation and fandom.
An announcement webpage about Lewis Hamilton joining Ferrari F1 team, featuring a picture of Lewis Hamilton in Ferrari racing suit and a collage of red Ferrari cars and a white building in the background.
LINK TO EXPERIENTIAL 2
Digital graphic with a dark background and green concentric circles. Centered text reads 'PGA' with smaller text above saying 'Campaign 03'.
Group of five male golfers in white shirts, beige pants, and white caps, demonstrating different golf swings against a green digital graphic background with text about golf angles and engaging golf experiences.
Screenshot of a webpage promoting a fan experience at a sports event, featuring images of a long putt contest, golf caddies, and a golf cart with a snack stand, with text describing each activity.
Digital sports media webpage with sections on Ben Hogan's 1945 golf yardages, PGA Tour content series with images of three men, and a partnership with The First Tee showing a young golfer and mathematical formulas in the background.
LINK TO EXPERIENTIAL 3