Ignite Annual Sales Meeting
Amazon needed to communicate complex technical investments like machine learning, fraud detection, and robotics automation, to a global audience spanning technical engineers and non-technical business stakeholders. The stakes were high: regulatory scrutiny on AI systems, operational security sensitivities, and the need to demonstrate technical credibility without triggering "surveillance anxiety" or "automation fear."
Traditional internal communications focused on culture and motivation. This required technical accuracy: explaining LLM-based document verification and behavioral pattern detection to audiences who needed to trust the system but lacked CS degrees.
Physical AI & Robotics (10 minutes)
Stefano La Rovere, Director, Global Robotics
1,000+ robotics innovations including the Universal Robotic Labeler—algorithmic optimization reducing packaging waste
Role
Creative Director
Client
Stryker Neuromuscular
Date
Production
Amazon
Scope
High-impact staging that raised the creative bar for future years.
Opening established energy immediately
Stage supported detailed content without losing momentum
Identity reinforced brand while giving the program its own edge
Presentation-ready graphics with strong hierarchy
Original opening music moment to set the emotional tempo
Art direction rules that kept the full program consistent
Layered LED/scenic design for depth and energy
Energize a competitive sales audience while supporting strategy-heavy content.
Create immediate momentum from the first moment
Balance brand discipline with event-specific personality
Keep dense presentations readable at scale
