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 Music

  • ROLE

    Senior Art Director

  • PROJECT

    Social / Production

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)

2x

increase in organic

engagement

month over month

2x

Stronger

engagement

(story-led content

vs. transactional

posts)

460%

impressions

(Reels performance

vs. forecast)

magnolia

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