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Case Study — 2024–2025

Amazon Web Services

Keynote stages, motion toolkits and product films for AWS — re:Invent to Bedrock

Animation direction for Amazon Web Services at MALKA Media — re:Invent keynote stages and the 2025 motion toolkit, Werner Vogels' cold open, and product films for Bedrock, Amazon Q, Nova and SageMaker.

63K+
Attendees
2M+
Livestream Viewers
500+
Announcements
Client
Amazon Web Services
Agency
MALKA Media
Role
Animation Director Creative Operations Team Leadership Motion / VFX
Timeline
2024 — 2025
The Role

Animation Director at MALKA Media, leading a team of in-house and freelance animators producing content for Amazon Web Services. Conference sizzle reels, keynote stage visuals, opening hype videos, product marketing — all built for stage-size LED walls, livestreams reaching millions, and on-demand archives.

The Challenge

AWS re:Invent is Amazon Web Services’ annual cloud computing conference — 63,000+ live attendees, 2M+ livestream viewers, 500+ new announcements. Every animation has to explain complex cloud infrastructure as stage content that reads on a keynote LED wall, survives livestream compression, and works as a YouTube clip six months later. One system, many contexts.

Flagship

AWS re:Invent 2025

Innovation Talk opening hype video and composability sizzle reel — played on LED walls in front of tens of thousands of attendees at AWS's annual conference.

Enterprise Content

Bedrock, SageMaker & Quick Suite

Product films for the generative AI platform — Amazon Bedrock’s “Fast-track gen AI from prototype to production” (the final cut, sound on), the SageMaker feature film built from the “Translating System into Story” storyboard, and Quick Suite, the agentic teammate.

Final · 2:05 · sound on
Amazon Bedrock — Fast-track gen AI from prototype to production
Bedrock — hero artboard, the cube in hand
Bedrock · artboard
Bedrock — hero artboard, the cube in hand
Bedrock — “Over 100 industry-leading foundation models”
Bedrock · frame
Bedrock — “Over 100 industry-leading foundation models”
SageMaker · feature
Amazon SageMaker — feature film
SageMaker — “Translating System into Story” storyboard
SageMaker · boards
SageMaker — “Translating System into Story” storyboard
Keynote

Werner Vogels — the Developer Keynote cold open

“Keep Calm and Carry On Coding.” The re:Invent 2025 Developer Keynote opens with Werner reading that the developer is dead — then stepping through a time machine across sixty years of programming: punch cards and COBOL, the spinning-paper montage, 90s GUI IDEs, the cloud, and out the other side to the AI developer. Storyboarded, look-developed and animated at MALKA; the wormhole was found in Gen-3 before it was rebuilt for the wall.

On stageThe official recording above opens on the film itself — the first five minutes are the cold open, cut together with Werner live on the wall
RIV 2025 · 3×1 master
The 3:1 stage master, as run on the keynote wall
The boardsCold-open storyboards — scene by scene, decade by decade
Storyboard — Werner's office
Storyboard — the time machine
Storyboard — 1960s, COBOL and FORTRAN
Storyboard — spinning paper montage, 1972 to 1985
Storyboard — 1990s GUI IDEs
Storyboard — 2000s, the cloud
Storyboard — 2000s to 2020s tech montage
Storyboard — ending, the 2025 AI developer
Look dev · Gen-3
Time-machine wormhole — Gen-3 look development
Look dev · Gen-3
Time-machine wormhole — second pass
1960s — the plate: the secretary at her desk, before the punch-card machine
Frame · 1960s
1 · The plate — no machine yet
1960s — the same plate with the punch-card machine added, with AI
Frame · 1960s
2 · The machine added, with AI
Look dev · Gen-3
3 · The frame in motion — Gen-3
Product films

Amazon Q

The Q Business rebrand, the Q Developer persona film and the animated product UI — one gradient system carried across a family of films, with the interface itself animated rather than screen-recorded.

Q Business · rebrand
Amazon Q Business — rebranding animation
Q Developer · persona
Amazon Q Developer — the software developer persona film
Q · animated UI · sound on
Amazon Q — animated product UI, full cutdown
IAM Access Analyzer
AWS IAM Access Analyzer — product film
Q Developer typography — “Today, software development moves faster than ever.”
Type system
Q Developer typography — “Today, software development moves faster than ever.”
Style framesThe gradient icon language and the six promises — from the creative visual asset pool
Gradient icon frame — spark
Style frame — Cleaner
Gradient icon frame — brain
Style frame — Integrated
Gradient icon frame — code
Style frame — Secure
Gradient icon frame — route
Style frame — Transformed
Gradient icon frame — org chart
Style frame — Ready to ship
Gradient icon frame — flag
Style frame — Documented
Gradient icon frame — check
Gradient icon frame — flow
Gradient icon frame — shapes
Gradient icon frame — cursor
Gradient icon frame — add
Product films

Amazon Nova

Launch films for Amazon's own foundation models — the Nova Premier cutdowns in 16:9 and 1:1, and the Nova Agents technical demo. Diagrams, distillation and agent workflows explained in motion, captioned for feed.

Nova Premier · 16:9
Amazon Nova Premier — launch cutdown, 16:9
Nova Agents · tech demo
Amazon Nova Agents — technical demo
Nova Premier · 1:1
Amazon Nova Premier — 1:1 feed cutdown
Nova Premier — the teacher model, on the Nova gradient
Frame
Nova Premier as the teacher model
Nova — the star mark
Mark
Nova — the star mark
In The Room

Live on the LED Walls

Animations running live on LED walls — DevOps agents, security demos, Kiro autonomous AI, and custom enterprise presentations. Not renders: footage from real events.

AWS event — animations running at scale with live audience
Keynotes

re:Invent Stage Content

The opening hype animation built for Dr. Swami Sivasubramanian's keynote — the 3:1 stage master — and the official recording, with the stage animation running on the wall behind him.

K2 · open hype · 3×1
Swami keynote — the opening hype animation, 3:1 stage master
Events

Apex Ascend & Genesis Summit

Opening videos and stage animations for AWS partner and developer events — each requiring its own visual identity while staying within the AWS brand system.

Winning the work

Pitch sizzles

Two RFP films cut before a single deliverable had been scoped — the Amazon demo sizzle and the technical Q Business proposal.

RFP · demo sizzle
Amazon demo RFP sizzle, 16:9
RFP · Q Business
Amazon Q Business — technical RFP film
Motion system

re:Invent 2025 Motion Toolkit

The backplate system behind the whole conference — 4K square plates for LED content, 1920×700 headers for the web and livestream chrome — every one a seamless loop. One gradient language, built once, run everywhere from the keynote walls to the session titles.

Content 03
Content plate 03 — 4K square
Content 01
Content plate 01 — 4K square
Content 02
Content plate 02 — 4K square
Scope

Campaign Elements

AWS re:InventApex AscendStage VisualsLED Wall ContentKeynote AnimationSizzle ReelsOpening HypeEnterprise MarketingMotion GraphicsAnimation DirectionTeam LeadershipAfter EffectsCinema 4DConference ContentLive EventsDeveloper EventsAmazon BedrockAmazon Quick SuiteMulti-Format SystemsKiroAmazon QAmazon NovaSageMakerIAM Access AnalyzerMotion ToolkitStoryboardingGen-3 Look Dev
From the live reel

Amazon Web Services, in motion

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