Who doesn’t love a good spy thriller? The betrayal. The secrets. The reveal. Creative agency MIRIMAR, production company SixTwentySix, and director Evan Bourque give us all just that in the 30-second “Secrets”, a high-energy, cinematic commercial crafted for Netflix and Amazon Fire TV.
The spot delivers a thrilling blend of sharp humor, innovative VFX, and Hollywood-style storytelling, showcasing the Amazon Fire TV Omni Mini-LED Series in an entirely new light.
Drawing inspiration from spy thrillers, the ad transforms an ordinary suburban dad into the unexpected star of an action-packed espionage adventure. As masks come off—both literally and figuratively—the spot plays with intrigue, misdirection, and humor, driving home the idea that this smart TV is more than meets the eye.
“This spot needed to feel like a movie, not a commercial,” says director Evan Bourque. “Thanks to an incredibly talented team, we achieved that. Every creative detail—from the cinematic lighting to the seamless VFX—reflects the level of quality you expect from a top-tier, world-class production.”
The campaign’s polished execution was made possible through the expertise of cinematographer Casey Stolberg and SixTwentySix’s VFX supervisor Ashlyn Des Roches. From the intricately designed disguise masks to the meticulous post-production work, the ad pushes the boundaries of commercial filmmaking.
“The success of this spot relied heavily on the visual effects,” shares Bourque. “The flawlessly executed mask transitions elevate the concept and create a mesmerizing experience for the viewer. The VFX team went above and beyond, and it truly shows in the final product.”
Where many commercials play it safe with humor, “Secrets” embraces a bold, fresh approach that stands out in today’s advertising landscape. “Comedy in commercials can often feel predictable, but this team wasn’t afraid to push boundaries,” Bourque adds. “It’s a testament to the trust and creativity of everyone involved.”
With its high-energy narrative, stunning visuals, and a playful nod to spy films, “Secrets” delivers a blockbuster-worthy ad that reinforces Amazon Fire TV’s innovative technology. The campaign captures the thrill of espionage while reminding viewers that smart tech can be as surprising as a great plot twist.
CREDITS:
BRAND: AMAZON Fire TV
- Sandhya Ballal – Head of FTV Campaigns
- Jennifer Cavrikas – Brand & IM
- Jamia Bigalow – Head of Brand & IM
- Erin-Mari Kelsey – Sr Program Manager
BRAND: NETFLIX
- Rhys Hillman – Creative Lead
- Sandra Ciconte – Partner Marketing Lead
- Alex Tennis – Strategy Lead
- Nick Feder – Creative Producer Lead
- Michelle Shapiro – Creative Producer
AGENCY: Mirimar US
- John McKelvey – Co-Founder and Chief Creative Officer
- Luke McKelvey – Co-Founder and Managing Director
- Stephanie Thiel – Managing Director
- Christopher Ley – Account Supervisor
- Nick Morrissey – Partner, Executive Creative Director
- Christopher Wong – Creative Director, Art
- Kris Mead – Creative Director, Copy
- Bill Berg – Executive Producer
- Michael Schoepfer – Sr. Producer
- Librado Sanchez – Business Affairs
PRODUCTION: SIXTWENTYSIX
- Evan Bourque – Director
- Jake Krask – Partner / Managing Director
- Austin Barbera – Partner / Executive Producer
- Jonny Edwards – EP / Heead of Production
- Amber Bolden – SX Prod. Manager
- Joaquin Villalobos – Post Producer
- Brian Bell – Line Producer
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