Alexa Themes

The Halloween Theme

This is where themes began. No brief to follow, no precedent to reference, just a small team of four writers figuring out what it meant to place Alexa in different worlds without breaking what she was.

We designed, wrote, produced, and edited content for Alexa's first-ever branded theme experience. The creative choices we made here (like “how do we make a witch sound witchy without being too creepy?” or “how do we make alarm clocks whimsical without being annoying?”) became the template for every theme that followed.

In 2023, we brought in Mars Wrigley as the first-ever sponsored partner, adding a commerce layer: custom QR codes, shoppable candy experiences, and branded jokes.

As seen on TikTok.

200K accounts enabled in 2022. 400K in 2023. 4MM+ decorated dialogs.

Spider-Man: Across the Spider-Verse

Miles Morales dropped into your living room.

This was the most technically ambitious theme we built — a 3D avatar, an AR Spider-Man mask experience, and a QR code for ticket scanning. The writing had to match that energy: kinetic, fun, a little breathless. We had to make Miles feel at home in Alexa's world without losing what made him Miles: the humor, the heart, the chaos of being a teenager carrying the weight of every universe.

500K+ accounts enabled in 2023.

Wicked

For our Wicked partnership with Universal Pictures, we did something no theme had done before: gave customers a choice. Elphaba or Glinda. Two paths, two completely distinct voices, two full theme experiences built in parallel, weather, alarms, timers, jokes, greetings, all of it, twice.

Both had to feel like Alexa. Neither could feel like the other. It was, essentially, two themes disguised as one.

As covered by Amazon Ads.

Trolls

Step aside, T-Pain, Alexa can also sing in autotune.

Every weather report, every timer, every joke…sung in autotune. It's absurd on paper and genuinely delightful in practice. Our partnership with Universal Pictures and DreamWorks Animation pushed the format further than any theme before it, and the writing had to hold up inside a completely new sonic register. We had to make sure "helpful and warm" still came through when Alexa was essentially performing every response.

Alicia Keys' Keys Soulcare

First beauty brand ever on Alexa. First time we had to write a theme where the product was the voice.

Keys Soulcare isn't just Alicia Keys' skincare line — it's a philosophy. Every response had to carry that: affirmations woven into alarm tones, skincare rituals reframed as Alexa interactions, a quiz that surfaced personalized product recommendations. We even wrote original affirmations in Alicia's voice, now spoken by Alexa. "I am good to myself." "I embrace change." We weren't promoting a brand. We were making it feel like a daily practice. Voice turned out to be a surprisingly perfect medium for that.

As seen in Good Morning America.