Overview
A concept film for Amazon exploring “Alexa Coach,” a real-time running companion designed to motivate users mid-run. The goal was to bring an abstract product idea to life through a believable, emotionally grounded visual.
The Problem
The concept existed only as words. There was no product, no interface, and no clear emotional tone, making it difficult for stakeholders to understand or evaluate the idea.
The Approach
Translated the concept into a grounded, story-driven prototype by combining athletic storytelling with Amazon’s everyday, urban feel. Built visual references, mapped the runner’s journey, and used real environments to anchor the idea in reality.
The Work
The Outcome
Delivered a concept film that made the idea of Alexa Coach tangible and easy to understand. The piece was presented internally as a vision prototype to help stakeholders evaluate the direction.
Reflection
This project showed that even abstract ideas can become clear and compelling when grounded in real-world context. Structure, planning, and strong visual execution can turn a vague concept into something people can actually see and react to.
