Amazon Devices | Holidays

OVERVIEW

The theme of that year's holiday campaign was "Gift of Giving." Over an 8-week period starting November 1st, a selection of Amazon Devices were featured in promotions aligned with this theme.

GOAL

The goal was to create custom imagery for each stage of the holiday season—beginning with Diwali, followed by Black Friday, Cyber Monday, Mid-Holiday, Last-Minute Gifts, and New Year. This involved developing a photo library with interchangeable elements such as diverse, isolated hands, devices, and packages. The imagery needed to be versatile enough to be applied across multiple assets, following a consistent color scheme, messaging, and relevant visuals.

ACTION

In collaboration with a Creative Director, we handled casting, photoshoots, retouching, and managed a library of 200 photos. I provided art direction, developed concepts, and created style guides for each of the six holiday stages. I led a team of 10 visual and production designers to produce approximately 6,000 assets across five Amazon device families—Echo, Fire TV, Fire Tablets, Kindle, and Home Security. My responsibilities also included coordinating with stakeholders and leading multiple presentations to secure alignment and approvals from upper management.

TESTS & RESULTS

I advocated for product headlines that emphasized emotional connection with customers rather than purely transactional messaging. The core creative team pushed for maximum diversity in imagery, believing this would make the campaign more relatable and inclusive.
At first, management was hesitant to stray from the usual headlines—mainly just the device name with the promotional price. During one of the recent creative reviews, they also raised concerns about using images with Indian henna designs and older hands, worried that these might not resonate well or could even hinder performance. Some people also worried the devices inside the boxes might perform less successfully.

To address these concerns, we decided to run tests on all these cases. In every instance, the more emotionally driven and diverse visuals outperformed the standard approach, resulting in engagement improvements of between 4% and 6%.