The MIRIMAR-crafted “Secrets” spot is a stylish, fast-paced take on the spy genre
Independent, award-winning creative agency MIRIMAR, SixTwentySix, and director Evan Bourque have teamed up to create “Secrets,” a captivating commercial spot that seamlessly blends sharp humor, innovative VFX, and cinematic storytelling. This campaign marks an action-packed creative collaboration between two entertainment powerhouses, Netflix and Amazon Fire TV.
At the heart of the new spot is a witty premise: The new Amazon Fire TV Omni Mini-LED Series isn’t just a TV…Drawing inspiration from the secret-agent intrigue of spy genre films, the spot transforms an unsuspecting suburban dad’s mundane life into an exhilarating espionage adventure. As the masks come off—literally and figuratively—the ad delivers both laughs and awe, underscoring the “smart” in smart technology.
“This spot needed to feel like a movie, not a commercial,” says director Evan Bourque. “Thanks to an incredibly talented team, we achieved that. Every creative detail—from the cinematic lighting to the seamless VFX—reflects the level of quality you expect from a top tier world class production.”
The campaign’s creative brilliance is the result of close collaboration. The project came to life under the lens of cinematographer Casey Stolberg and the meticulous vision of SixTwentySix’s VFX supervisor Ashlyn Des Roches. From the intricate crafting of the masks to the masterful post-production, the commercial pushed boundaries to deliver a polished and immersive viewing experience.
“The success of this spot relied heavily on the visual effects,” explains Bourque. “The flawlessly executed masks truly elevate the concept and create a mesmerizing experience for the viewer. The VFX team went above and beyond, and it truly shows in the final product.”
Unique in its comedic approach, “Secrets” leans into fresh, unfiltered humor that stands out in today’s advertising landscape. “Comedy in commercials can often play it safe, but this team wasn’t afraid to push boundaries,” Bourque adds. “It’s a testament to the trust and creativity of everyone involved.”
With its thrilling narrative, innovative execution, and a dash of spy-worthy mischief, “Secrets” captures the essence of a blockbuster while reminding audiences that the Amazon Fire TV Omni Mini-LED Series is smart tech disguised as a TV. To see the commercial and learn more, check out the Amazon Fire TV blog.
CREDITS
CLIENT: AMAZON Fire TV
Sandhya Ballal – Head of FTV Campaigns
Jennifer Cavrikas – Brand & IM
Jamia Bigalow – Head of Brand & IM
Erin-Mari Kelsey – Sr Program Manager
CLIENT: NETFLIX
Rhys Hillman – Creative Lead
Sandra Ciconte – Partner Marketing Lead
Alex Tennis – Strategy Lead
Nick Feder – Creative Producer Lead
Michelle Shapiro – Creative Producer
AGENCY: MIRIMAR US
John McKelvey – Co-Founder and Chief Creative Officer
Luke McKelvey – Co-Founder and Managing Director
Stephanie Thiel – Managing Director
Christopher Ley – Account Supervisor
Nick Morrissey – Partner, Executive Creative Director
Christopher Wong – Creative Director, Art
Kris Mead – Creative Director, Copy
Bill Berg – Executive Producer
Michael Schoepfer – Sr. Producer
Librado Sanchez – Business Affairs
PRODUCTION: SIXTWENTYSIX
Evan Bourque – Director
Jake Krask – Partner / Managing Director
Austin Barbera – Partner / Executive Producer
Jonny Edwards – EP / Head of Production
Amber Bolden – SX Prod. Manager
Joaquin Villalobos – Post Producer
Brian Bell – Line Producer
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