The Vision:In October 2024, Amazon Ads welcomed more than 6,000 attendees to the Austin Convention Center for the first unBoxed conference hosted in a new city. Throughout the space, Amazon Ads’ refreshed visual identity and color palette of ultramarine, cactus green, and tangerine gradient took center stage. The keynote experience also embraced entertainment alongside education, integrating live music with leadership presentations for a broadcast-ready program that reflected Amazon Ads’ expanding cultural footprint. “It was both exciting and a meaningful operational shift,” said Brynne Peña, Salt Productions' production director. “It pushed us to be even more intentional in our planning, but ultimately allowed us to deliver an experience that felt true to Amazon Ads and unBoxed while adapting to a completely new environment,” Peña, added.