Amazon’s Advent Calendar, A Literary Masterpiece in Packaging

XBOX + Trolli animated gif of unboxing package contents

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Great brands grow by taking what people already know and giving it a fresh, creative edge. We teamed up with the creative studio Makelike, to turn your typical Advent calendar into a high-end, book-inspired experience for Amazon Prime Video.

Finding the Right Feel

To get the weight and texture of a classic book just right, we spent time testing different materials. This included gold-foil testing on navy blue linen and deboss testing on chipboard to ensure the final product was beyond comparison of premium. Every material was chosen for its integrity, lending to the feel of a literary masterpiece.

Precision & Structure

Building this calendar meant refining its structure at every step. We used double-layered chipboard for a thick, sturdy cover and kept debossing on the outside for a clean, elegant interior. Gold foil on the spine and black artwork on gold laminate gave the edges a classic, gilded look. Every detail was meant to blend packaging with art.

A Layered Interior Reveal

Inside the book, there are 31 custom die-cut boxes, each featuring a chart-topping Prime Video show. We made sure the colors matched by carefully testing inks so the interior components matched the outside fabric. Some boxes had a secret, second layer underneath, making the reveal even more interactive and surprising.

Linking the Physical and Digital

Each of the 750 kits included a custom bookmark with a gold tassel to finish the book concept. The bookmarks were more than decoration – they had unique QR codes that let recipients stream their favorite shows. This project is a perfect example of how Premier creates memorable, creative experiences.