Work / AMAZON HOME

Case 04 / 10

Campaign

2024

Project Oblique Gallery Photograph

amazon home

KLARNA.

A monthly content engine built to catch décor trends while they were still hot.

A monthly content engine built to catch décor trends while they were still hot.

  • Client: AMAZON HOME ✶ Role: Art Director ✶ Project: Monthly Production Shoots ✶ Year: 2024

  • Client: AMAZON HOME ✶ Role: Art Director ✶ Project: Monthly Production Shoots ✶ Year: 2024

FAST ENOUGH TO PUBLISH WHILE THE TREND WAS STILL HOT.

FAST ENOUGH TO PUBLISH WHILE THE TREND WAS STILL HOT.

Home décor trends shifted monthly, but traditional production timelines couldn't keep pace. I led monthly content shootsthat capitalized on microtrends in real time, translating Amazon's catalog into social that didn't feel like advertising. The direction lived between CB2-level aspirational and everyday DIY: elevated and intentional, still native to how people behave on the platform.

Home décor trends shifted monthly, but traditional production timelines couldn't keep pace. I led monthly content shootsthat capitalized on microtrends in real time, translating Amazon's catalog into social that didn't feel like advertising. The direction lived between CB2-level aspirational and everyday DIY: elevated and intentional, still native to how people behave on the platform.

MAKE THE FEED FORGET IT’S LOOKING AT A CATALOG.

MAKE THE FEED FORGET IT’S LOOKING AT A CATALOG.

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.

0.0%
average engagement
(across platform benchmarks)
0.0M
impressions per month
(Speed to Social)
0%
Growth in followers
(2023-2024)

The throughline

Making a system feel alive, week after week, without losing the world it lives in.

Making a system feel alive, week after week, without losing the world it lives in.

Content built to work twice

Every asset had to double as scroll-stopping social and clean, shoppable e-commerce photography — without compromising either job.

Format decisions backed by data

Stories outperformed feed by 30–50%. I leaned into the format that was actually working, not just the one that looked best in a deck.

Consistency across a rotating system

Four new themes a month, every month — the system held its own quality bar no matter what category it touched.

Email me

LinkedIn

Senior Art Director, Amazon Music — independent work by referral.

← klarna

Next: amazon books + kindle →