Amazon unBoxed 2024

Client: Amazon Ads

For Amazon Ads’ unBoxed 2024, creative agency Pinch and production agency Salt partnered to transform the annual advertiser conference into a festival-inspired brand experience in Austin, Texas. Pinch led the creative vision and design development, using the festival theme as a unifying thread to seamlessly connect the spatial design, graphic identity, content programming, and interactive experiences. Salt brought the vision to life through full-scale production, overseeing the keynote stage build, fabrication of the immersive Connections Hub, creative tech development for all affiliate activations, and the large-scale concert production for unBoxed After Dark.

The Connections Hub—one-third larger than the previous year—was the heart of the event, featuring major sponsors, interactive product demos, and hands-on activations. Attendees engaged with brands like Amazon Publisher Direct, Fire TV, Twitch, IMDb, Wondery, and Prime Video, while experiencing a virtual basketball game celebrating Prime Video’s NBA partnership, an IMDb trivia challenge, and five new product launches. The space also featured an experiential playground, live music, and even a puppy adoption activation, making it a standout highlight of the event. With 2,300 conference attendees and 1,300 people at the After Dark concert featuring Miranda Lambert and Lainey Wilson, unBoxed 2024 achieved unprecedented engagement, deeper brand interaction, and a highly immersive advertising showcase. By merging creative storytelling, hands-on technology, and dynamic festival-style programming, Pinch and Salt delivered an experience that elevated Amazon Ads’ presence in the industry, exceeded business objectives, and set a new standard for experiential marketing.