Amazon
books
+ kindle

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 HOME
ROLE
Art Director
PROJECT
Production Shoots, Photography

My Role

I owned creative execution from concept through post. For each monthly theme, I analyzed platform trends, built mood boards, directed product shoots, and led post-production.

The Challenge:

We needed a system that let us create and publish while the conversation was still happening.

The creative direction landed between CB2-level aspirational and everyday DIY. Elevated, intentional, and still native to how people actually behave on the platform.

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.

To support the campaign, we created a microsite featuring a reader persona quiz that delivered personalized recommendations from the year's top titles.

Users could then share their persona and reading list on social.