Everyday Made Easier

From 2014 to 2019, I led the creative vision behind Amazon's annual product release press events. These events set the tone for Amazon’s Devices and Services organization for the year.

The challenge was scale. Every year, a growing portfolio of products needed a unified story. I worked directly with the CEO and SVP teams to shape the creative vision and sharpen the messaging that would frame the story for the press and public alike. From stage design to writing and directing the keynote, when the leadership team walked on stage, the vision behind what they said and how they said it had already been built, refined, and rehearsed.

In addition to the events, I simultaneously led the creative and production teams supporting the product lines press themselves. These teams turned that vision into product imagery, detail pages, brand kits, and marketing materials at a global scale. That meant being on the ground — in Los Angeles, Seattle, New York, and Berlin — running sets, directing shoots, and making the calls in real time that kept dozens of moving pieces pointed at the same outcome.

The result: a portfolio of products that launched looking like they belonged to one brand, everywhere, all at once.