A collaboration with Jordan Peele, Monkeypaw Productions, Universal Music Production, Amazon Music, and Amazon Alexa Integrations to create an exclusive Amazon Music Unlimited Playlist and influencer kit to hype up the 4K UHD release of Us. The playlist can be triggered by asking, “Alexa, play The Dark Side of Us on Amazon Music” if a user is an Amazon Music Unlimited subscriber.

The outer rigid box was a “Soft Touch” texture with a black foil stamp of the scissors graphic and the title of the play list: The Dark Side of Us.

The kit included the premium 4K Ultra-hi def version of the film, a free trial subscription to Amazon’s Music Unlimited service, and an Amazon Echo premium smart speaker device. The Echo featured a hand-painted “blood-splattered” effect to mimic the iconic scene in the film where the family gets murdered by their doppelgangers and attempts to call the police from their smart speaker. The painting was done by the actual production artist from the film.

Jordan Peele built the playlist and included a riddle inside, for the influencers we targeted, to decode how to get the most enjoyment from the playlist and the movie.

I enlisted Ammo Creative to produce a social post to tease the existence of the playlist. We used visuals of the smart speaker device (“Ophilia”) and some of the creepy symbolism and patterns from the film to invoke a sense of mystery and intrigue. Monkeypaw used the video to spread organic awareness on their social channels using the hashtag #TheDarkSideOfUs to allow us to track performance.