Bringing Emmy voters back in time for Amazon’s signature show

To celebrate the critical and commercial success of “The Marvelous Mrs. Maisel,” Amazon Prime Video pulled out all the stops for their Emmy campaign. Mirada directors Vanessa Marzaroli and Chris Riehl worked closely with the “Maisel” production team, from production designers to costumers, to create an ambitiously scaled immersive experience that re-created the stylized 1950s New York of the show for Academy voters.

Upon entering the experience, visitors had a dizzying array of playful options to explore, from a period deli enhanced by projected visualizations from the show to an Augmented Reality magic mirror that brought people into the style of the era, to full-scale sets and interactive rides, allowing visitors to escape into Mrs. Maisel’s world.

The activation set a new bar for immersive campaigns, driving social engagement, and becoming the first of several partnerships between Mirada and Amazon’s FYC team.