Light Blue on FireTV
Client Dolce & Gabbana | Agency Amazon Brand Innovation Lab
Role Creative Director
The brief
In 2025, Dolce & Gabbana’s classic fragrance relaunched its iconic ad campaign with new star models for the first time in 12 years.
To mark the moment, they wanted to immerse premium luxury customers in Italy, Spain, Germany and the US in the sights and scents of Capri. The catch: D&G are a non-endemic brand - and they didn’t consider Amazon a premium platform.
Luxury customers don’t see Amazon as the place to shop for the brands they love. But they over-index on FireTV, and love the sort of visually stunning experiences the biggest screen in the house can deliver.
So our first task was to change D&G’s perception of Amazon. In 2024 we created a highly polished FireTV prototype that showed how we could showcase the brand, product and world of Light Blue in an immersive way. We partnered with Havas IT to present the work to Domenico Dolce and Stefano Gabanna, who loved it and committed to making BIL part of the 2025 relaunch campaign.
This year, we’ve collaborated closely with D&G’s creative studio to build out our proposed experience with their Light Blue campaign collateral. The end result is a beautiful interactive FTV landing page which combines bespoke animated backdrops, campaign video content and product information to bring the Italian riviera to life in all its sun-kissed glory.
In addition, customers can order the D&G Light Blue sample by scanning the QR code through the experience.
The campaign is supported by the full suite of FTV media placements, taking our campaign creative across the platform’s ecosystem.The experience is made for exploration and consideration, but also drives to D&G’s own ecomm platforms for sales.
The response
My role
Running creative workshops with D&G and Havas to change their perceptions of Amazon as a premium platform for luxury brands.
Developing the initial prototype in 2024 which unlocked the Fire TV opportunity in 2025.
Building a strategic partnership with Havas to keep the project front of mind with the client.
Creative directing the design and build of the 2025 execution.
The results
“Stefano Dolce and Domenico Gabbana were really impressed and excited by what you can offer. They didn’t have a great opinion of Amazon before, just seeing it as an e-commerce site, but you’ve given them a different perspective they weren’t expecting.”
Paola Macchi, Global Client Business Development, Havas
