Amazon brought the Echo family into the world of fashion with the Echo Look —a hands-free camera and style assistant. The Echo Look combines all of Alexa’s great features with new tools to help everyone look their best.

Digital Kitchen collaborated with Amazon on a launch video that introduced Echo Look to the world. The video used real-life “style artists” to build excitement and anticipation for the product, driving viewers to sign up for an exclusive invitation to become one of the first Echo Look owners. In the first week, the video had been viewed half a million times, and drove hundreds of press articles at launch.