Amazon
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Amazon
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Amazon Home needed to move faster.


Home décor trends were shifting monthly, but traditional production timelines couldn't keep pace. As Art Director, I led monthly content shoots that capitalized on microtrends while they were still hot, translating Amazon's product catalog into social content that didn't feel like advertising.



Amazon Home needed to move faster.


Home décor trends were shifting monthly, but traditional production timelines couldn't keep pace. As Art Director, I led monthly content shoots that capitalized on microtrends while they were still hot, translating Amazon's product catalog into social content that didn't feel like advertising.



  • CLIENT

    Lightworks Commission

  • ROLE

    Art Director, Designer

  • PROJECT

    Photo and Video Production Social Content

Project Oblique Reception Photograph

The Client: Amazon Fresh is Amazon's grocery delivery and physical store brand, launching social channels from scratch with no established presence or brand voice.

The Audience: Deal-seekers looking for value and home cooks who view cooking as a lifestyle hobby—two audiences with different motivations but overlapping needs for fresh, quality ingredients.

The Challenge: How do you build a successful social presence for a grocery brand when most food content on Instagram and TikTok is either aspiration-driven cooking or meme-heavy relatable content—not shopping?

Speed to Social

Amazon Home tapped Movement Strategy to create social-first content that would live on TikTok, Instagram Reels, and Stories - with the added goal of repurposing assets for the Amazon storefront.

Each month, we worked around four themes.


For every theme, our deliverables included:

  • 1 TikTok / Instagram Reel

  • 1 Instagram Story

  • A set of product photos that could be used across social and e-commerce

 Glassware and home organization content

were the strongest performers.


A June glass post hit 213K impressions

with a 9.41% engagement rate,

and an October charcuterie board

drove 1.6K clicks at 20.71% engagement.

 Glassware and home organization content were the strongest performers.


A June glass post hit 213K impressions with a 9.41% engagement rate, and an October charcuterie board drove 1.6K clicks at 20.71% engagement.

Instagram Stories consistently

outperformed in-feed content,

driving click-through rates

30-50% above benchmarks.

8.5%+

avg. engagement

(above platform

benchmarks)

1.4M+

impressions

per month

(Speed to Social)

86%

Growth in

Instagram

followers

(2022 - 2024)

SPOTIFY

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