This is pretty rough and requires quite a bit of clean up still.
First configure your user here: ansible/users.yml
Add your ssh public key to: build-tools/files/public_keys/
Then run the following:
cd base/ubuntu-ec2/
./run-packer.sh
cd ../../
cd web/ubuntu-ec2/
./run-packer.sh
cd ../../
After the above is run the ubuntu base image should be built along with the web based image, they both should be available as ami images in Amazon ec2.