Amazon Web Services (AWS) is launching its new global campaign ‘AWS is How,’ created in collaboration with London-based agency Hijinks. This marks the first major global AWS campaign since 2023, and showcases how leading companies are revolutionizing their industries using AWS cloud solutions. The campaign debuted in the United States on June 17th, and will be followed by a UK launch this week, and will expand to nine more markets. It will run through Q1 2026 across television, social media, and out of home.
Directed by Sam Brown through Rogue Films, the ads use movement to take viewers on a dynamic journey up a building where each floor showcases a different level of customer innovation from brands including BMW, Epic Games, and Formula 1. The ad was shot in a modular format that could be tailored to different audiences or regions by swapping in different rooms.
The concept came to life using a motion control camera that could be programed to create precise, repeatable movements—seamlessly transitioning from BMW’s autonomous parking technology to Epic Game’s ability to deliver smooth gameplay for millions. For the week-long production that took place in Prague, the art department constructed eight distinctive sets. In addition to A-list director Brown, the crew included DOP Franz Lustig, who crafted the perfect lighting for the spot.
Tamryn Kerr and Marc Allenby, co-founders and chief creative officers at Hijinks, said: “‘AWS is How’ positions AWS as the answer to how so many amazing businesses are innovating. The campaign is the culmination of an incredible transatlantic co-creation working with the AWS team. Working with the formidable Sam Brown and the Rogue team to bring this to life was a dream come true.”
CREDITS
Client
AWS
Vice President and Chief Marketing Officer Julia White
VP, Global Integrated Marketing Jennifer Hartford
Director, Global Advertising Lindsey Sutphin
Head of Creative Advertising Travis Meidell
Head of Campaign Management Crystal Ashley
Campaign Manager Stephanie Liversedge
Creative Director AWS Chris Artz
Creative Director AWS Stephanie Smith
Agency Hijinks
Joint Chief Creative Officers Marc Allenby, Tamryn Kerr
Executive Creative Director Jeremy Filgate
Creative Director Laura Osborne
Senior Creative Paddy Paddison
Head of Social Sinead Brennan
Copywriter Sophie Tilks, Nadia Doherty
Motion Design Dan French
Chief Executive Officer Alicia Iveson
Business Lead Lottie Boniface
Account Director Maddie Bolton
Head of Production / Executive Producer Anita Sasdy
Agency Producer Amber Clayton, Tara Megson
Agency Producer Sabrina May
Agency Producer Social Effie Theos, Layla Boyd
Director Sam Brown
Production company Rogue Films
Director of photography Franz Lustig
