Amazon Books
Amazon Kindle & Books had a credibility problem. BookTok had exploded, readers were building communities around recommendations, but Amazon's editorial team—the Amazon Book Editors—weren't part of the conversation.
For their annual "Best of the Year" and mid-year "Best of the Year So Far" campaigns, I led creative concepting that positioned the Editors as authoritative voices while building awareness of Amazon's curated book lists.
Amazon Kindle & Books had a credibility problem. BookTok had exploded, readers were building communities around recommendations, but Amazon's editorial team—the Amazon Book Editors—weren't part of the conversation.
For their annual "Best of the Year" and mid-year "Best of the Year So Far" campaigns, I led creative concepting that positioned the Editors as authoritative voices while building awareness of Amazon's curated book lists.
CLIENT
Amazon Books
ROLE
Art Director
PROJECT
Studio Shoot, Social Content
The Client:
Amazon Books and Kindle serve different reading communities. Books caters to literary enthusiasts, while Kindle focuses on device features.
The Audience:
BookTok has turned book content
into one of the highest-engagement categories on social, with predominantly Millennial
and Gen Z womens.
The Challenge:
Amazon needed to establish the Book Editors as trusted tastemakers in a space dominated by BookTok influencers and literary media.
Best Books of the Year (So Far)
BOTYSF is a mid-year editorial campaign
where Amazon spotlights the most standout
titles released between January and June
Best Books of the Year (So Far)
BOTYSF is a mid-year editorial campaign
where Amazon spotlights the most standout
titles released between January and June
For the campaign, I pitched and executed a roundtable shoot featuring the
Amazon Book Editors discussing their favorite reads of the year so far.
The format positioned them as credible voices with distinct perspectives.
The shoot was intimate, editorial, conversational.
For the campaign, I pitched and executed a roundtable shoot featuring the
Amazon Book Editors discussing their favorite reads of the year so far.
The format positioned them as credible voices with distinct perspectives.
The shoot was intimate, editorial, conversational.
We also shot Kindle-specific content
showcasing device features while letting
the Editors' personalities and literary insights
shine through.
We also shot Kindle-specific content
showcasing device features while letting
the Editors' personalities and literary insights
shine through.
I led the charge on the look and feel of this campaign.
Everything from the framing, lighting, setups sets, to wardrobe direction.
I led the charge on the look and feel of this campaign.
Everything from the framing, lighting, setups sets, to wardrobe direction.
Best Books of the Year
The mid-year campaign proved that audiences responded to Editorsspeaking as passionate readers, not corporate voices,
so we doubled down on that approach
for November.
Best Books of the Year
The mid-year campaign proved that audiences responded to Editorsspeaking as passionate readers, not corporate voices,
so we doubled down on that approach
for November.
I led the visual direction for the zine format, designed to make audiences
feel like participants in the conversation rather than passive viewers.
I led the visual direction for the zine format, designed to make audiences
feel like participants in the conversation rather than passive viewers.
Evergreen
Weekly evergreen content built audience relationships through
relatable reading moments and book recommendations, teaching
uswhat resonated with readers—insights we applied directly to how
we presented the Editors in the BOTY campaigns.
Evergreen
Weekly evergreen content built audience relationships through
relatable reading moments and book recommendations, teaching
uswhat resonated with readers—insights we applied directly to how
we presented the Editors in the BOTY campaigns.
15%
increase in
performance
(Best Books of
the Month)
3X
Kindle Threads
engagement
(after three months)
20K+
New followers
(Amazon Books
and Kindle
accounts,
combined)
