The ficus tree that AMAZON planted.
AMAZON DRAWS THOUSANDS of transplants to Seattle each year. But one stands out. Because she’s a tree. And because she traveled twelve hundred miles on the back of a truck to get here. Tether worked with the Amazon Spheres team to DOCUMENT HER JOURNEY from every angle.
A JEWEL FOR THE EMERALD CITY
At the heart of the Amazon Spheres, towering over five stories of exotic plant life, a 49-foot tall fig tree holds court. Latin name, Ficus rubiginosa. Or Rubi, for short. We named her as we got to know her, filming the story of how she came to crown Amazon’s indoor oasis. (Spoiler alert: they didn’t build the dome around her.)
MEGA FLORA, MOVING TARGET
Led by a core team of Tetherites, we followed Rubi on a diesel-fueled cavalcade across four western states. After Rubi was safely hoisted inside the Spheres, we sifted through hundreds of hours of documentary footage. The story came together across multiple formats: short, medium and long form, as well teasers and boomerangs to share on Instagram.
Staying true to your ROOTS while planting new seeds.
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