Amazon Upfront 2024

Client: Amazon Ads

Amazon Upfront 2024 was designed to unveil Amazon’s upcoming programming slate to advertisers, media buyers, and industry leaders, driving ad sales commitments. Salt and Pinch reimagined the event as The Prime Cinema, transforming Pier 36 into a visually stunning, interactive theater-inspired world.

From the branded Box Office check-in to the Concessions Stand offering playful, themed treats, every detail immersed guests in Amazon’s expansive entertainment ecosystem. Key content properties—Twitch, NASCAR, Fallout, MrBeast, and The Summer I Turned Pretty—were brought to life through bespoke activations, reinforcing Amazon’s ability to connect brands with audiences in innovative and meaningful ways.