Amazon Alexa: Coaching the Run
The Problem: A Concept Without Legs
Amazon wanted to test an abstract idea: “Alexa Coach,” a running companion that motivates you in real time.
But they only had words. No visuals, no emotional tone, no way for executives to grasp it.
My job: take a fuzzy concept and deliver a tangible prototype film that could sell the vision internally.
The Role: Turning Vapor Into Signal
I wasn’t making the product decision. I was responsible for transforming ambiguity into a structured, believable execution, the same skillset I now bring to PM.
The Process: From Ambiguity to Execution
1. Mood Boards → Design System
Defining a shared language before building.
Built mood + color boards that acted like a design system for the film.
Ensured alignment with Amazon’s brand while capturing the energy of athletic storytelling.
Directed color grading so the final output stayed consistent with the intended emotional tone.
2. Shot Planning → Wireframes
Creating flows so execution is intentional, not improvised.
Pre-visualized dozens of angles/sequences as “story wireframes.”
Mapped the flow of the protagonist’s journey like a user journey map.
Reduced risk on set by clarifying what shots were must-have vs. nice-to-have.
3. Location Scouting → Research & Constraints
Treating constraints as product requirements.
Used the city itself as the “platform”: rooftops, downtown streets, apartments.
Balanced constraints (budget, time, access) with the need for authentic environments.
Translated real-world context into affordances for storytelling.
4. Execution → High-Fidelity Prototype
Shipping under pressure.
Shot during 5 a.m. blue hour to maximize natural light.
Orchestrated moving-vehicle shots for kinetic energy.
Rearranged environments (like apartments) to frame Alexa naturally into the story.
Just like a hi-fi prototype in product, all the upfront structure enabled adaptive, fluid execution.
The Solution: A Believable Alexa Coach
Delivered a film that merged athletic energy with Amazon’s urban, relatable identity.
Executives could finally see the concept, not just imagine it.
Impact: Vision Made Tangible
The commercial was shown to the Alexa board as a vision prototype.
While the feature itself never shipped, the film proved the value of structured execution: turning ambiguity into clarity stakeholders could trust.
Takeaway: My PM Superpower
This project reinforced what I now do as a PM:
Systematize vision (moodboards → design system)
De-risk execution (shot planning → wireframes)
Leverage constraints (locations → requirements)
Deliver prototypes stakeholders can rally around (film → vision demo)
My strength is creating structure where none exists, so abstract ideas can stand on solid ground.
