Amazon Alexa: Frustration-Free Setup

3D Animated Product Storytelling for a Smarter Home

Amazon Alexa partnered with Watts to create a 60-90 second 3D animated video introducing Frustration‑Free Setup (FFS) - a brand-new key differentiator that enables customers to connect new smart devices to their Alexa‑enabled home in the fastest, easiest way possible. The goal: convince device manufacturers that integrating FFS dramatically improves the customer experience and reduces setup friction.

This project is part of our broader body of Amazon work featured in our Amazon Showcase and our full library of Case Studies. It also highlights our deep expertise in 3D animation and motion design showcased on our Animation page.

Creative Challenge

Amazon needed a visually compelling, easy‑to‑grasp explanation of a highly technical feature - automatic device configuration through Frustration‑Free Setup. The video had to:

• Demonstrate the simplicity of FFS in a real‑world home environment

• Appeal to business and product decision‑makers, not end consumers

• Show how FFS reduces customer support burden and accelerates onboarding

• Deliver a polished, premium 3D animated look consistent with Amazon’s brand

• Fit within a tight 60-90 second runtime while still telling a complete story

The narrative needed to feel warm, human, and relatable - while still communicating a sophisticated technology advantage.

Our Solution

Watts developed a 3D animated narrative set inside an Alexa‑enabled home, following one main character and their family as they effortlessly connect new smart devices. The story demonstrates FFS in action:

• A new device enters the home

• Alexa automatically recognizes it

• Setup completes in seconds - no codes, no apps, no confusion

• The family immediately begins using the device

To bring this to life, we combined:

• High‑fidelity 3D animation to visualize the smart home ecosystem

• Cinematic camera movement to keep the story energetic and engaging

• Clear UI‑inspired motion graphics to illustrate the FFS process

• Warm character animation to reinforce the emotional benefit: less hassle, more living

The result is a polished, modern, Amazon‑branded film that makes a technical feature feel intuitive and indispensable.

Watch the video on our Amazon Showcase or explore more of our Animation work to see how we bring complex ideas to life through motion design.

The Results

The final video became a key asset for Amazon Alexa’s partner communications, helping device manufacturers understand:

• How FFS works

• Why it reduces customer friction

• How it differentiates Alexa‑enabled devices in a competitive market

The clarity and visual appeal of the film strengthened Amazon’s pitch to partners and reinforced the value of integrating FFS into their products.

This project continues our long‑standing collaboration with Amazon, where we help transform complex technologies into clear, compelling stories that drive adoption and engagement.