Introducing what’s next in connected living.

In a crowded market, a product launch needs to do more than announce what’s new. It needs to make the innovation stand out.

For Amazon’s Fall 2021 Smart Devices and Fire TV launches, the work focused on bringing new products into sharper focus across competitive connected-device and smart-TV categories. The content needed to communicate product benefits clearly while giving each launch enough visual impact to earn attention in an online retail environment.

I led creative direction across launch content produced with The Mill and Amazon’s internal team, helping translate product features into a clear and engaging presentation for shoppers.

The work brought campaign thinking into the retail experience, where storytelling has to work quickly, communicate clearly and help customers understand what makes a product worth considering.