Jacob Mehringer, Art Director

Fire TV: 30 Second Upgrades

A litany of short film’s aimed to hijack your TV experience to temporarily upgrade your TV to a Fire TV.


can your tv do that?

the best way to show off fire tv
was to give everyone a 30 second
upgrade to their own televisions


To usher in a new way to watch TV, we needed a new way to talk about TV.


Instead of making a series of commercials, we created a suite of demos that showcased the benefits of Fire TV, on the viewers very-own screen.

Each of the 13 demo’s highlighted a different feature that a Fire TV upgrade would deliver, and ran contextually across all major networks. 

By lining up the media buy with the relevant show, we effectively took over people’s televisions and simulated the experience that their current TV was capable of with a Fire TV upgrade. 

Each of the spots concluded with the line “Can Your TV Do That?” inviting the viewer to question their current viewing experience and consider an upgrade to Fire TV.

Amazon ended up liking the work so much they had us make another round of work.


first wave




Agency: Johannes Leonardo
President: Bryan Yasko
Co-Founder / Chief Creative Officer: Jan Jacobs
Co-Founder / Chief Creative Officer: Leo Premutico
Senior Copywriter: Jono Flannery
Senior Art Director: Paul Gregson
Junior Copywriter: Tommy Woods
Junior Art Director: Jacob Mehringer
Director of Creative Services: Michelle Moscone
Project Manager: John Thomas Shults
Head of Integrated Production: Dana May
Executive Producer: Craig Keppler
Integrated Producer: Siobhan Spence-Edwards
Senior Business Affairs Manager: Ann Marie Turbitt
Head of Account Management: Emily Wilcox
Account Director: Elektra O’Malley
Account Executive: Kiana Grant
Head of Strategy: Mark Aronson
Brand Strategy Director: Mary Bakarich
Head of Comms Strategy: Megan Piro
Editorial: PS 260
Editor: Adam Epstein
Assistant Editor: Paul Rummerfield
Head Of Production: Laura Patterson
Assistant Producer: Natalie Raffaele
Sound Vendor: Sound Lounge
Mixer: Tom Jucarone
ADR Mixer: Patrick Christensen
Producer: Liana Rosenberg
Director: Vincent Peone