Work / AMAZON MUSIC

Case 01 / 10

social

2025

AMAZON MUSIC

Fan-first social that lives inside the artist’s world and Amazon Music’s at once.

Client: AMAZON MUSIC ✶ Role: Senior Art Director ✶ Project: ocial Art Direction & Production ✶ Year: 2025 - PRESENT

Four campaigns below, with receipts. Then a gallery of work I’m just proud of.

Everything here, I can tell you exactly why it worked, or exactly why I made it anyway.

Zara Larsson / Girls Trip

Concept ✶ Art Direction ✶ Production

I didn't need a brief for this one. I was already in the fandom, watching the energy build around the album before we had a plan for it.

The community had turned the collaborator features into the story, so I made it literal: Zara flying across the world to pick up each collaborator, one stop at a time. A structure fans could anticipate, and a joke they were already telling.

The asset was made from inside the fandom, not commenting on it.

It wasn’t commenting on the fandom — it was made from inside it.

~0×

Impression Benchmark

0.0k,

Likes, First Days

№0

Post on the Account, Our Tenure

Now the client's internal creative benchmark — new work on the account gets measured against this post.

Ariana Grande / Petal

Concept ✶ Art Direction ✶ Animation

The album had already set its own rules. Black and white, soft focus, almost nothing on screen. Most branded assets would have broken those rules to get attention. I kept them, because a fandom this attentive reads a style break as a stranger in the room.

So I built inside the album's art direction instead of around it. Black and white, the same restraint the campaign was already running. A daisy over the comment section, one petal per track. Pull a petal, get your song. The mechanic gave people a way to answer a question about themselves in public, which is the only reason a comment section fills up.

Built from inside the fandom.

It wasn’t commenting on the fandom — it was made from inside it.

~0.0%

Organic Engagement Rate

0.0×

Account Benchmark

0.0k

IMPRESSIONS

Lady Gaga: 15 Years
of Born This Way

Concept ✶ Art Direction ✶ Production

An anniversary post is usually a caption with a date on it. Nobody engages with a reminder.

For the 15th, I built an interactive Story instead — the audience voting on their favorite look of the era. Same nostalgia, but the fandom got to argue about it, which is what that fandom actually wants to do.

Little Monsters don't need to be told the era mattered.

Little Monsters don’t want to be told the era mattered. They want to rank it.

Outcome: Adopted — as the account's next fandom format

No hard platform numbers on this one — but it performed well enough that the client asked for more interactive fandom plays like it. It became the template for how we approached anniversary and era moments on the account going forward.

Tomorrow X Together / Trading Card Series

Art Direction

Groups are a distribution problem disguised as a design problem. One hero asset asks a five-member fandom to agree on something they'll never agree on.

So: a trading card series, each member in their own frame. Not one post about the group — five posts a fan could claim.

Bias culture does the sharing for you, if you give it something to share.

№0

Instagram Post by Impressions, That Month

0.0k,

Impressions

+312% vs. avg

0L,

Engagements

+25% vs. avg

Fully organic. No paid support.

Melanie Martinez / Hades

Direction ✶ Capture

The goal was her real personality on camera: playful, unguarded, a little strange in the way her fans love.

The best capture moments are always the ones where the artist forgets the camera is there. I built the setup and the direction around getting her there, not around getting a 'content moment.'