{"id":21338,"date":"2014-07-18T05:49:00","date_gmt":"2014-07-18T05:49:00","guid":{"rendered":"https:\/\/www.visualchemist.com\/?p=21338"},"modified":"2025-08-25T01:38:15","modified_gmt":"2025-08-25T01:38:15","slug":"kindle-unlimited-global-launch-campaign-photoshoot","status":"publish","type":"post","link":"https:\/\/www.visualchemist.com\/?p=21338","title":{"rendered":"Kindle Unlimited Global Launch Campaign + Photoshoot"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large is-style-default\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"638\" src=\"https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_MBP-1024x638.png\" alt=\"\" class=\"wp-image-21377\" srcset=\"https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_MBP-1024x638.png 1024w, https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_MBP-300x187.png 300w, https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_MBP-768x479.png 768w, https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_MBP-1536x957.png 1536w, https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_MBP-2048x1276.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-4 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<p class=\"has-text-color has-small-font-size\" style=\"color:#ec008c\"><strong>ROLE<\/strong><\/p>\n\n\n\n<p class=\"has-small-font-size\">Creative Direction<br>Concept Development<br>Photo Art Direction<br>Visual Design<\/p>\n\n\n\n<p><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\">\n<p>In just 8 weeks, I faced the challenge of ideating and executing a global marketing campaign for Amazon&#8217;s book subscription service, <em>Kindle Unlimited<\/em>. The concept revolved around using books as gateways to limitless adventures. I led the concept, creation, and execution for the Kindle content team, developing a distinctive brand aesthetic that set <em>Kindle Unlimited <\/em>apart from competitors. Through visually captivating imagery, the campaign effectively conveyed the vast library of digital books offered by <em>Kindle Unlimited<\/em>. By utilizing smart objects in the editorial photography, the featured book titles were easily interchangeable for localization and adaptation in any locale, resulting in a scalable and efficient launch. This technique was also applied to the book covers in the launch video, with equal success.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<p class=\"has-text-color has-small-font-size\" style=\"color:#949494\"><strong>CREDITS<\/strong><\/p>\n\n\n\n<p class=\"has-text-color has-small-font-size\" style=\"color:#949494\"><sub><sup>PHOTOGRAPHER<\/sup><\/sub><br>Greg Montijo<\/p>\n\n\n\n<p class=\"has-text-color has-small-font-size\" style=\"color:#949494\"><sub><sup>PRODUCER<\/sup><\/sub><br>Erika Chapman<br><\/p>\n<\/div>\n<\/div>\n\n\n\n<!-- Final Tiles Grid Gallery for WordPress v3.5.5 free --><style>#ftg-2424 .tile .icon { color:#ffffff; }#ftg-2424 .ftg-items .loading-bar i { background:#ffffff; }#ftg-2424 .ftg-items .loading-bar { background:#fff; }#ftg-2424 .tile .icon { font-size:12px; }#ftg-2424 .tile .icon { margin: -6px 0 0 -6px; }#ftg-2424 .tile .caption-block .text-wrapper span.text { font-size:12px; }#ftg-2424 .tile .caption-outside .text-wrapper span.text { font-size:12px; }#ftg-2424 .tile .caption-block .text-wrapper span.title { font-size:14px; }#ftg-2424 .tile .caption-outside .text-wrapper span.title { font-size:14px; }#ftg-2424 .tile { background-color: transparent; }#ftg-2424 .tile .caption-block .text-wrapper span.text { color: #ffffff; }#ftg-2424 .tile .caption-block .text-wrapper span.title { color: #ffffff; }#ftg-2424 .tile .caption-outside .text-wrapper span.text { color: #ffffff; }#ftg-2424 .tile .caption-outside .text-wrapper span.title { color: #ffffff; }#ftg-2424 .tile .ftg-social a { color: #ffffff; }#ftg-2424 .tile .caption-block { transition-duration:0.25s; }#ftg-2424 .tile .tile-inner:before { background-color: #000000; }#ftg-2424 .tile .tile-inner:before { background-color: rgba(0, 0, 0, 0.8); }#ftg-2424 .tile:hover img {-moz-transform: -moz-rotate(0deg) -moz-scale(0) ;-webkit-transform: -webkit-rotate(0deg) -webkit-scale(0) ;-o-transform: -o-rotate(0deg) -o-scale(0) ;-ms-transform: -ms-rotate(0deg) -ms-scale(0) ;transform: rotate(0deg) scale(0) ;}<\/style><a name='24'><\/a><div class='final-tiles-gallery  ftg-hover-enabled caption-inside  caption-none caption-middle caption-center' id='ftg-2424' style='width:100%'><div class='ftg-items'><div class='loading-bar'><i><\/i><\/div><div  class='tile ftg-preload  '><a title=\"Kindle Unlimited Launch Banner\" data-lightbox='ftg-2424' rel='ftg-2424'  class=' tile-inner  ftg-lightbox' href='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/320x480_KU_Launch_v1.jpg' ><img alt='Kindle Unlimited' class='item skip-lazy' data-class='item' data-ftg-source='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/320x480_KU_Launch_v1.jpg' src='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/320x480_KU_Launch_v1.jpg' width='320' height='480' \/><div class='caption-block'><div class='text-wrapper'><span class='text'>Kindle Unlimited Launch Banner<\/span><\/div><\/div><\/a><div class='ftg-social'><\/div><\/div><div  class='tile ftg-preload  '><a title=\"Kindle Unlimited Launch Banner\" data-lightbox='ftg-2424' rel='ftg-2424'  class=' tile-inner  ftg-lightbox' href='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/600x400_KU_Launch_v2.jpg' ><img alt='Kindle Unlimited Launch Banner' class='item skip-lazy' data-class='item' data-ftg-source='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/600x400_KU_Launch_v2.jpg' src='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/600x400_KU_Launch_v2.jpg' width='600' height='400' \/><div class='caption-block'><div class='text-wrapper'><span class='title'>Kindle Unlimited Launch Banner<\/span><\/div><\/div><\/a><div class='ftg-social'><\/div><\/div><div  class='tile ftg-preload  '><a title=\"Kindle Unlimited Launch Banner\" data-lightbox='ftg-2424' rel='ftg-2424'  class=' tile-inner  ftg-lightbox' href='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/GW_KU_Launch_Cine_660x445_v6.gif' ><img alt='Kindle Unlimited Launch Banner' class='item skip-lazy' data-class='item' data-ftg-source='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/GW_KU_Launch_Cine_660x445_v6.gif' src='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/GW_KU_Launch_Cine_660x445_v6.gif' width='660' height='445' \/><div class='caption-block'><div class='text-wrapper'><span class='title'>Kindle Unlimited Launch Banner<\/span><\/div><\/div><\/a><div class='ftg-social'><\/div><\/div><div  class='tile ftg-preload  '><a title=\"Kindle Unlimited Fire Tablet Wakescreen\" data-lightbox='ftg-2424' rel='ftg-2424'  class=' tile-inner  ftg-lightbox' href='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_Framed_Wakescreen-804x1024.png' ><img alt='Kindle Unlimited Fire Tablet Wakescreen' class='item skip-lazy' data-class='item' data-ftg-source='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_Framed_Wakescreen-236x300.png' src='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_Framed_Wakescreen-236x300.png' width='236' height='300' \/><div class='caption-block'><div class='text-wrapper'><span class='title'>Kindle Unlimited Fire Tablet Wakescreen<\/span><\/div><\/div><\/a><div class='ftg-social'><\/div><\/div><div  class='tile ftg-preload  '><a title=\"Kindle Unlimited Thriller Genre Launch Banner\" data-lightbox='ftg-2424' rel='ftg-2424'  class=' tile-inner  ftg-lightbox' href='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_Thriller.png' ><img alt='Kindle Unlimited Thriller Genre Launch Banner' class='item skip-lazy' data-class='item' data-ftg-source='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_Thriller.png' src='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_Thriller.png' width='532' height='316' \/><div class='caption-block'><div class='text-wrapper'><span class='title'>Kindle Unlimited Thriller Genre Launch Banner<\/span><\/div><\/div><\/a><div class='ftg-social'><\/div><\/div><div  class='tile ftg-preload  '><a title=\"Kindle Unlimited Email Stripe Launch Banner\" data-lightbox='ftg-2424' rel='ftg-2424'  class=' tile-inner  ftg-lightbox' href='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_email_stripe_610x120.png' ><img alt='Kindle Unlimited Email Stripe Launch Banner' class='item skip-lazy' data-class='item' data-ftg-source='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_email_stripe_610x120.png' src='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_email_stripe_610x120.png' width='610' height='120' \/><div class='caption-block'><div class='text-wrapper'><span class='title'>Kindle Unlimited Email Stripe Launch Banner<\/span><\/div><\/div><\/a><div class='ftg-social'><\/div><\/div><div  class='tile ftg-preload  '><a title=\"Kindle Unlimited Editorial Photoshoot\" data-lightbox='ftg-2424' rel='ftg-2424'  class=' tile-inner  ftg-lightbox' href='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/IMG_8965-1024x768.jpg' ><img alt='Kindle Unlimited Editorial Photoshoot' class='item skip-lazy' data-class='item' data-ftg-source='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/IMG_8965-300x225.jpg' src='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/IMG_8965-300x225.jpg' width='300' height='225' \/><div class='caption-block'><div class='text-wrapper'><span class='title'>Kindle Unlimited Editorial Photoshoot<\/span><\/div><\/div><\/a><div class='ftg-social'><\/div><\/div><div  class='tile ftg-preload  '><a title=\"Kindle Unlimited  Feature Doc\" data-lightbox='ftg-2424' rel='ftg-2424'  class=' tile-inner  ftg-lightbox' href='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_FeatureDoc_C-586x1024.jpg' ><img alt='Kindle Unlimited  Feature Doc' class='item skip-lazy' data-class='item' data-ftg-source='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_FeatureDoc_C-586x1024.jpg' src='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_FeatureDoc_C-586x1024.jpg' width='586' height='1024' \/><div class='caption-block'><div class='text-wrapper'><span class='title'>Kindle Unlimited  Feature Doc<\/span><\/div><\/div><\/a><div class='ftg-social'><\/div><\/div><div  class='tile ftg-preload  '><a title=\"Kindle Unlimited  Listening Feature Image\" data-lightbox='ftg-2424' rel='ftg-2424'  class=' tile-inner  ftg-lightbox' href='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_FD_Listening_Image.png' ><img alt='Kindle Unlimited  Listening Feature Image' class='item skip-lazy' data-class='item' data-ftg-source='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_FD_Listening_Image.png' src='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_FD_Listening_Image.png' width='386' height='359' \/><div class='caption-block'><div class='text-wrapper'><span class='title'>Kindle Unlimited  Listening Feature Image<\/span><\/div><\/div><\/a><div class='ftg-social'><\/div><\/div><div  class='tile ftg-preload  '><a title=\"Kindle Unlimited Amazon.com Flyout\" data-lightbox='ftg-2424' rel='ftg-2424'  class=' tile-inner  ftg-lightbox' href='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_Ereader_GNOflyout-2.png' ><img alt='Kindle Unlimited Amazon.com Flyout' class='item skip-lazy' data-class='item' data-ftg-source='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_Ereader_GNOflyout-2.png' src='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_Ereader_GNOflyout-2.png' width='800' height='600' \/><div class='caption-block'><div class='text-wrapper'><span class='title'>Kindle Unlimited Amazon.com Flyout<\/span><\/div><\/div><\/a><div class='ftg-social'><\/div><\/div><div  class='tile ftg-preload  '><a title=\"Kindle Unlimited Free Trial Launch Banner\" data-lightbox='ftg-2424' rel='ftg-2424'  class=' tile-inner  ftg-lightbox' href='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_Framed_FreeTrial-804x1024.png' ><img alt='Kindle Unlimited Free Trial Launch Banner' class='item skip-lazy' data-class='item' data-ftg-source='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_Framed_FreeTrial-236x300.png' src='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_Framed_FreeTrial-236x300.png' width='236' height='300' \/><div class='caption-block'><div class='text-wrapper'><span class='title'>Kindle Unlimited Free Trial Launch Banner<\/span><\/div><\/div><\/a><div class='ftg-social'><\/div><\/div><div  class='tile ftg-preload  '><a title=\"Kindle Unlimited Jeff Bezos Launch Letter\" data-lightbox='ftg-2424' rel='ftg-2424'  class=' tile-inner  ftg-lightbox' href='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_JeffLetter_NoPlay_preview-1024x786.png' ><img alt='Kindle Unlimited Jeff Bezos Launch Letter' class='item skip-lazy' data-class='item' data-ftg-source='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_JeffLetter_NoPlay_preview-1024x786.png' src='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_JeffLetter_NoPlay_preview-1024x786.png' width='730' height='560' \/><div class='caption-block'><div class='text-wrapper'><span class='title'>Kindle Unlimited Jeff Bezos Launch Letter<\/span><\/div><\/div><\/a><div class='ftg-social'><\/div><\/div><div  class='tile ftg-preload  '><a title=\"Kindle Unlimited Twitter Card\" data-lightbox='ftg-2424' rel='ftg-2424'  class=' tile-inner  ftg-lightbox' href='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/Twitter_Card_1.jpg' ><img alt='Kindle Unlimited Twitter Card' class='item skip-lazy' data-class='item' data-ftg-source='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/Twitter_Card_1.jpg' src='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/Twitter_Card_1.jpg' width='478' height='407' \/><div class='caption-block'><div class='text-wrapper'><span class='title'>Kindle Unlimited Twitter Card<\/span><\/div><\/div><\/a><div class='ftg-social'><\/div><\/div><div  class='tile ftg-preload  '><a title=\"Kindle Unlimited Editorial Photoshoot\" data-lightbox='ftg-2424' rel='ftg-2424'  class=' tile-inner  ftg-lightbox' href='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/IMG_9008-1024x768.jpg' ><img alt='Kindle Unlimited Editorial Photoshoot' class='item skip-lazy' data-class='item' data-ftg-source='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/IMG_9008-300x225.jpg' src='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/IMG_9008-300x225.jpg' width='300' height='225' \/><div class='caption-block'><div class='text-wrapper'><span class='title'>Kindle Unlimited Editorial Photoshoot<\/span><\/div><\/div><\/a><div class='ftg-social'><\/div><\/div><div  class='tile ftg-preload  '><a title=\"Kindle Unlimited Twitter Card \" data-lightbox='ftg-2424' rel='ftg-2424'  class=' tile-inner  ftg-lightbox' href='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/Twitter_Card_2.jpg' ><img alt='Kindle Unlimited Twitter Card ' class='item skip-lazy' data-class='item' data-ftg-source='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/Twitter_Card_2.jpg' src='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/Twitter_Card_2.jpg' width='478' height='407' \/><div class='caption-block'><div class='text-wrapper'><span class='title'>Kindle Unlimited Twitter Card <\/span><\/div><\/div><\/a><div class='ftg-social'><\/div><\/div><div  class='tile ftg-preload  '><a title=\"Kindle Unlimited Landing Page\" data-lightbox='ftg-2424' rel='ftg-2424'  class=' tile-inner  ftg-lightbox' href='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_LP_preview-1024x966.png' ><img alt='Kindle Unlimited Landing Page' class='item skip-lazy' data-class='item' data-ftg-source='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_LP_preview-1024x966.png' src='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_LP_preview-1024x966.png' width='730' height='689' \/><div class='caption-block'><div class='text-wrapper'><span class='title'>Kindle Unlimited Landing Page<\/span><\/div><\/div><\/a><div class='ftg-social'><\/div><\/div><div  class='tile ftg-preload  '><a title=\"Kindle Unlimited Kids Genre Launch Banner\" data-lightbox='ftg-2424' rel='ftg-2424'  class=' tile-inner  ftg-lightbox' href='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_Kids.png' ><img alt='Kindle Unlimited Kids Genre Launch Banner' class='item skip-lazy' data-class='item' data-ftg-source='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_Kids.png' src='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_Kids.png' width='532' height='316' \/><div class='caption-block'><div class='text-wrapper'><span class='title'>Kindle Unlimited Kids Genre Launch Banner<\/span><\/div><\/div><\/a><div class='ftg-social'><\/div><\/div><div  class='tile ftg-preload  '><a title=\"Kindle Unlimited Editorial Photoshoot\" data-lightbox='ftg-2424' rel='ftg-2424'  class=' tile-inner  ftg-lightbox' href='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/IMG_8971-1024x768.jpg' ><img alt='Kindle Unlimited Editorial Photoshoot' class='item skip-lazy' data-class='item' data-ftg-source='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/IMG_8971-300x225.jpg' src='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/IMG_8971-300x225.jpg' width='300' height='225' \/><div class='caption-block'><div class='text-wrapper'><span class='title'>Kindle Unlimited Editorial Photoshoot<\/span><\/div><\/div><\/a><div class='ftg-social'><\/div><\/div><div  class='tile ftg-preload  '><a title=\"Kindle Unlimited Adventure Genre Launch Banner\" data-lightbox='ftg-2424' rel='ftg-2424'  class=' tile-inner  ftg-lightbox' href='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_Adventure.png' ><img alt='Kindle Unlimited Adventure Genre Launch Banner' class='item skip-lazy' data-class='item' data-ftg-source='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_Adventure.png' src='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_Adventure.png' width='532' height='316' \/><div class='caption-block'><div class='text-wrapper'><span class='title'>Kindle Unlimited Adventure Genre Launch Banner<\/span><\/div><\/div><\/a><div class='ftg-social'><\/div><\/div><div  class='tile ftg-preload  '><a title=\"Kindle Unlimited Fire TV Wakescreen\" data-lightbox='ftg-2424' rel='ftg-2424'  class=' tile-inner  ftg-lightbox' href='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_Framed_Wakescreen_Wide-1024x649.png' ><img alt='Kindle' class='item skip-lazy' data-class='item' data-ftg-source='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_Framed_Wakescreen_Wide-1024x649.png' src='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_Framed_Wakescreen_Wide-1024x649.png' width='730' height='463' \/><div class='caption-block'><div class='text-wrapper'><span class='title'>Kindle Unlimited Fire TV Wakescreen<\/span><\/div><\/div><\/a><div class='ftg-social'><\/div><\/div><div  class='tile ftg-preload  '><a title=\"Kindle Unlimited Thriller Genre Launch Banner\" data-lightbox='ftg-2424' rel='ftg-2424'  class=' tile-inner  ftg-lightbox' href='https:\/\/www.visualchemist.com\/wp-content\/uploads\/2023\/05\/KU_Banner_Thriller_900x120.jpg' ><img alt='Kindle Unlimited Thriller Genre Launch 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