Amazon Books
Amazon Fresh had a brand perception problem: audiences saw them as discount groceries, not a lifestyle choice. As a Designer and Art Director, I led the creative work to shift their social presence from deal-driven to emotionally resonant, developing a visual language and content framework that proved story-led creative could outperform transactional posts.
Amazon Fresh had a brand perception problem: audiences saw them as discount groceries, not a lifestyle choice. As a Designer and Art Director, I led the creative work to shift their social presence from deal-driven to emotionally resonant, developing a visual language and content framework that proved story-led creative could outperform transactional posts.
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.
Launching on TikTok
I was part of the team that launched Amazon Fresh on TikTok, helping define its voice
and visual approach from zero. We studied what our audience engaged with and created original content that felt native to the platform—warm, relatable grocery moments that didn't look like traditional food marketing.
Working with the strategy team, we developed north star values to guide content creation:
Educate
Inspire
Connect
Launching on TikTok
I was part of the team that launched Amazon Fresh on TikTok, helping define its voice
and visual approach from zero. We studied what our audience engaged with and created original content that felt native to the platform—warm, relatable grocery moments that didn't look like traditional food marketing.
Working with the strategy team, we developed north star values to guide content creation:
Educate
Inspire
Connect
Content Production
To drive engagement on Instagram Stories, I led visual planning for interactive, food-driven content like a kebab series that felt fresh and platform-native.
I built detailed shot lists outlining each frame's angle, lighting, color palette, and product styling—ensuring every element, from ingredient arrangement to prop selection, was intentional.
The approach balanced polish with playfulness, making grocery content feel elevated without losing relatability.
Content Production
To drive engagement on Instagram Stories, I led visual planning for interactive, food-driven content like a kebab series that felt fresh and platform-native.
I built detailed shot lists outlining each frame's angle, lighting, color palette, and product styling—ensuring every element, from ingredient arrangement to prop selection, was intentional.
The approach balanced polish with playfulness, making grocery content feel elevated without losing relatability.
2x
increase in organic
engagement
month over month
2x
Stronger
engagement
(story-led content
vs. transactional
posts)
460%
impressions
(Reels performance
vs. forecast)
