Julian Shapiro-Barnum (R) is working on a new branded entertainment show with Amazon.John Nacion/Getty Images for Paramount PicturesAmazon is looking for ways to market itself outside the traditional TV spot under exec Amy Powell.Paramount vet Powell described how she's drawing on her Hollywood background to market the company.She also teased a new show with "Recess Therapy" creator Julian Shapiro-Barnum.On Monday, Amazon is set to announce "Celebrity Substitute," a new show with Julian Shapiro-Barnum, the 25-year-old comedian and actor of the online hit "Recess Therapy." And while people may tune in to see Shapiro-Barnum, known for his rapport with kids, Amazon hopes they'll come away thinking of Amazon as a force for good."It involves Julian, how Amazon gives back to the community, schools, teachers," Amy Powell, head of entertainment marketing at Amazon, said recently when describing the concept.