Amazon Upfront 2024

Client: Amazon Ads

Amazon Upfront 2024, produced by Salt and Pinch, marked Amazon’s first-ever upfront presentation, setting a new industry standard with a highly immersive and strategically designed experience. Hosted at Pier 36 in New York City, this large-scale event introduced Amazon’s upcoming programming lineup to advertisers, media buyers, and industry leaders, securing crucial ad commitments ahead of the television season.

For this historic debut, Salt and Pinch transformed the venue into The Prime Cinema, an experiential space that reimagined the golden era of movie theaters through a modern Amazon lens. The experience incorporated large cinematic textures, nostalgic design elements, and immersive activations representing Amazon’s marquee content and partners, including Twitch, NASCAR, Fallout, MrBeast, and The Summer I Turned Pretty. Attendees—ranging from ad sales clients and investors to Amazon executives and content creators—began their journey at the Box Office, where they received custom tickets, and moved through Upfront Concessions, which blended retro aesthetics with surreal, themed F&B. The event culminated in a dynamic networking reception with interactive brand activations, premium hospitality, and surprise-and-delight moments. By seamlessly integrating Amazon’s diverse ecosystem into a bold, cinematic framework, Salt and Pinch delivered an impactful, strategically-driven activation that resonated with the audience. The event exceeded engagement and press coverage expectations, reinforcing Amazon’s market presence while creating a must-attend annual media moment.