AMAZON WEB SERVICES

AWS asked Jack Morton to unify its presence in sports through a single brand platform that spanned hockey, Formula 1, and golf. The challenge was to create three distinct campaigns under one cohesive strategy that worked across broadcast, digital, experiential, and social channels.

At the heart of the platform was a simple truth: year after year, fans are getting smarter stats, faster insights, and deeper details on their favorite players, moves, and wins—all powered by AWS.

This big brand message positioned AWS not as background technology, but as the engine making the game smarter for teams and fans alike.

Open book with gold lettering that reads "Amazon Web Services" on the right page and a drawing of cloud computing infrastructure on the left page, surrounded by small objects like jewelry, paper, and scissors on a wooden surface.
Close-up of a book spine titled 'Scripted Legacies' with a maroon background and gold lettering.