"INTRODUCING ALEXA"

AMAZON

“All you have to do is ask”, A slogan that simplifies the functionality of Amazon’s Echo. We collaborated with RAIN designing and mixing the sound for this short sizzle. We wanted to reflect the responsiveness in our design, and give space to the voice. We integrated many light windy and metallic elements that give presence to the animation, and highlight Alexa as being a sleek, and highly functional tool for people’s homes.

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Introducing Amazon Alexa

Agency: RAIN

Task: Sound Design and Mix

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Sound design for spots like the Alexa commercial above is all about discretion. Giving character to a piece of technology is a large responsibilty because people base their views on said tech off of their sensory reactions to it. We mentioned above wanting to make Alexa sound sleek, highly functional, and responsive in our design. But how did we arrive on the design we did? Discretion.

We searched for sounds that did two things: stayed out of the way, and cut through the mix when they needed to. This led us to the more airy sounds we hear -- almost futuristic in nature. A combination of whispy airs, metals, and glasses helped us arrive at our goal of simply making the Alexa sound easy to use.

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