Federico ReinfeldCreative Direction & Design

MOTION DESIGN

Amazon Upfronts

The project

For Amazon’s 2026 Upfront at New York’s Beacon Theatre, I helped bring the worlds of Amazon MGM Studios and Prime Sports to the stage. Working closely with both internal teams, I led the design of the on-screen graphics and guided the animation team from initial concepts through final delivery across the venue’s screens.

Prime Video stage animation cycling through portraits and entertainment artwork across layered screens.
Something for everyone.From award-winning originals to familiar favorites, the challenge was to celebrate the incredible range of entertainment available on Prime Video.
Prime logo and circular character portraits across overlapping black screens with gold curves and blue dots.
The Ghoul from Fallout fills a central screen beside a blue Most Rewatched Amazon Series panel.
Fallout character portraits, gold arcs, and Most Rewatched Amazon Series lettering across three layered screens.
A man framed by concentric blue and gold rings across three black screens.
Making three feel like one.The design explored ways to connect imagery across three overlapping screens, creating a sense of depth and continuity throughout the stage.
Two presenters onstage before The Summer I Turned Pretty cast artwork and flowering branches.
A presenter stands beneath oversized Fleabag, The Marvelous Mrs. Maisel, and The Boys artwork.
Beyond the frame.Beautiful key art became the starting point for VFX and animation designed to fill an entire stage.
A presenter stands before Project Hail Mary spacecraft imagery and a $630M+ box office callout.
Grace Rocky save stars.Project Hail Mary is my movie of the year. Getting to help celebrate it was a particular joy.
Prime Sports stage animation with oversized white typography and blue-lit screens.
And now, something completely different.A shift in energy and attitude as Prime Sports took the stage with its own distinctive visual language.
Charissa Thompson on a blue-lit stage with her name and the Prime Thursday Night Football logo.
Perfect timing.Carefully choreographed graphics worked in sync with Charissa Thompson as she introduced the platform's latest innovations.
Charissa Thompson between football footage and a blue screen highlighting Defensive Alerts.
Charissa Thompson between racing footage and statistics, with Burn Bar highlighted on the center screen.
A glimpse of what's next.From AI-powered features to live demonstrations, the challenge was to make complex innovations feel simple and intuitive.
Three presenters beside repeated Questions lettering and a large blue question bubble.
Three presenters beneath Detroit Lions and Prime Thursday Night Football graphics.
A few surprises along the way.Building anticipation, setting the pace, and giving the big announcements their moment in the spotlight.
Two presenters on a dark stage beneath a large white Amazon smile.
Not a bad day at the office.Getting to play a small part in an event featuring some of the biggest names in entertainment.
Role
Creative Director
Client
Amazon
Agency
Mocean