For the 4th year in a row, Amazon have chosen Hornet Director Peter Sluszka as the creative architect behind their biggest day of the year. This year’s partnership was particularly exciting for Hornet, because Amazon worked directly with Peter from the get-go, not just on execution. After mutually exploring over 30 potential concepts, they eventually landed upon an idea centered around a “Two-Day Parade of Epic Deals”.

The parade that Peter and co. ultimately created is a fun, public procession of Amazon’s product diversity laid out in colorful stop motion. The scenes feature confetti-strewn streets filled with hundreds of originally-designed characters buzzing about in an exposition of all that’s on offer in the Prime Day marketplace—from home goods to electronics to outdoor fun to… Nicolas Cage Mermaid Pillows (yep, those are a real thing sold on Amazon).

Like previous campaigns, the world created is a textured universe made of paper and cardboard. Cardboard was the original material of choice because it played off of Amazon’s shipping boxes. In the animations, when one of these boxes opens up, there’s an entire world that comes spilling out. Everything is paper: the characters are cardboard, the floats and buildings are spruced up with sheets of colored paper, even the “water” very liquidly splashing out of a pool in one scene is paper. At times, these creations are so intricately-designed and detailed, they look almost CG. But, bar one tiny asset at the beginning of the TVC, they’re not.

As Peter says, “Aesthetically, paper craft speaks directly to Amazon’s cardboard box. You get an undeniable tangibility and charm by doing it with actual paper.”