Inside Bare Bones Collectives’ approach to creative and witty campaigns

Prime Video’s latest multi-media campaign, featuring both digital and outdoor media, celebrates over 50 titles while delivering a vibrant and engaging narrative. Behind the campaign’s success is Bare Bones Collective, a young agency that has quickly built a reputation for creating quirky, fun, and consumer-centric content.

The agency, -founded just two years ago by creatives Anuya Jakatdar and Girish Narayandass with Swati Dua joining them as COO and Co-Founder,has made its mark by approaching creativity with a unique blend of wit and strategy.

“One of the first headlines that clicked instantly was Fall In Love. Fallout.—it was where everything started,” shared Anuya Jakatdar, “It was important for us to ensure that every title in the campaign was honored and got its due attention.”

Making OOH the hero of the campaign

What sets this campaign apart is its outdoor-first approach. Instead of adapting existing creatives for OOH (Out-of-Home) formats, Bare Bones Collective developed outdoor concepts as the starting point, with everything else following suit.

“OOH is a three-second medium,” explained Anuya Jakatdar, co-founder and chief creative officer. “It’s challenging but rewarding. We only have three seconds to capture attention and deliver the message, so it’s harder to crack. But for a creative copywriter, writing for outdoor ads is an absolute pleasure.”

The challenge lay in creating visuals that were sharp, impactful, and instantly engaging. “The Prime Video campaign was where we first cracked the outdoor creative,” added Swati. “Once we had that nailed, we expanded the concept to other media platforms.”

Strategic site selection and cultural relevance

The success of any OOH campaign hinges not just on the creative but also on where and how it is displayed. In this case, the media agency was tasked with site selection and branding formats, ensuring each creative found the right audience in the right location.

This strategic placement ensured that the campaign resonated at both local and emotional levels, capturing the spirit of the titles being promoted and the personalities tied to them.

Brain on rent brings the artwork to life

While Bare Bones Collective was responsible for conceptualizing, writing and designing the campaign, Brain on Rent, the execution partner, played a critical role in translating those ideas into immaculate artworks for release. The creatives came to life across multiple formats, blending Prime Video’s messaging with dynamic creativity that stood out both on digital screens and physical billboards.

Creativity that connects with audiences

At its heart, Bare Bones Collective believes in creating content that delights consumers. “For us, any content that is consumer-facing has to be a delight,” said Anuya. “Creativity is all about delighting the consumer and making them stop, notice, and connect with the message.”

Through its work on Prime Video’s campaign, Bare Bones Collective demonstrated how powerful storytelling can shine through in even the most challenging mediums. By marrying sharp creatives with strategic execution, the campaign not only honored Prime Video’s extensive library but also ensured it struck a chord with audiences across platforms.