AWS re:Invent 2020

AWS re:Invent is the largest cloud computing conference in the world. Every year tens of thousands of people gather in Las Vegas for a wide variety of product announcements, educational sessions, workshops, and more.  However 2020 was a year unlike any other and necessitated that the conference be held virtually.  Reimagining the conference for an entirely virtual audience presented new challenges and opportunities for the program. So we continued our support of AWS as creative partners to help facilitate this massive transition with the goal of keeping the environment and user experience at the same level of impact as the in-person event. Some of these new opportunities were increased reach and new forms of content for our team to produce as we saw registered attendance increase from 60,000 to over 500,000 people. And in an effort to provide entertainment and lift the spirits of attendees, we designed and produced a bevy of on-demand content and music performances for the conference

Creative Direction

Regardless of the event format, AWS and Production Club still created an overarching creative strategy to approach this new form of re:Invent. What began with the goal of being an in-person event pivoted midway through the year to online only and as such, we adapted our approach to meet this challenge. We built upon the foundation we’ve set over the last 4 years to brand the event, provide re:Invent virtual with a creative concept, design system, and a set of creative principles to guide design decisions and help navigate these new waters.

Art Direction

Our art direction grew out of AWS’s desire to promote positivity this year. This idea served as the creative ground that all other creative decisions grew out from, providing the conference with a systemized foundation for art application across the virtual conference.

This idea served as the creative ground that all other creative decisions grew out from, providing the conference with a systemized foundation for art application across the virtual conference.

To organize hundreds of pieces of content, we created a graphic system to help attendees identify the information they desired.

Virtual Productions

re:Invent typically has live entertainment throughout the event in multiple locations, but pivoting to virtual required us to produce and design entertainment content for on-demand viewing. This included DJ sets, musical performances, wellness videos, and even yoga courses. All of this was done remotely following the strictest covid guidelines.

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