#morethanabox — Ryan Schmidt

More than a box.

It started as a joke, but turned into a full-fledged program aimed at nothing more than surprising and delighting customers. I hid a message on a print file for the A3-size Amazon Box: “Please turn me into a fort.”

My first concepts were all like this - crispy text with a playful cream filling. Later concepts extended to DIY crafts, simple machines, interactive games, and even a VR experience featuring an intergalactic whale. I dubbed this the More-than-a-box Program. And yes. It was as rad as it sounds.

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Me talking
about cardboard

Here’s a video of my presentation at the Conflux Conference, Amazon’s internal creative summit. Each year has a different theme and that year’s was Craftsmanship. I set up a booth, tested some prototype designs, and had a lot of fun watching folks get creative with my work! But it was mostly an excuse to show off the latest cardboard helm designs.