Amazon Prime: Rapunzel

Mar 2023

Amazon Prime reimagines the classic Rapunzel fairy tale for this commercial spot, bringing a modern sensibility to the familiar tower narrative. The project centres on a young woman who uses the Prime e-commerce experience to facilitate her escape, blending historical set design with contemporary digital habits. The execution relies on cinematic lighting and a live-action technique to bridge the gap between fantasy and utility. The narrative shifts from the confinement of a stone tower to an expansive town setting, maintaining a playful tone throughout the production. Credits include agency and creative work by Joint, with production by Hungry Man US and editorial by The Den Editorial.

Horizontal, Cinematic, playful, Warm

Set-dressed, Street

TVC / TV Commercial