Amazon
Fresh
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.
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
DC Comics
ROLE
Art Director
PROJECT
Social Campaign
The Client:
DC Comics partnered with Cartamundi for a collectible trading card series and launched Bat Cowl NFTs, expanding their brand into physical and digital collectible formats
The Audience:
Comic book collectors who value authenticity, nostalgia, and owning pieces of the DC universe—whether physical cards or digital assets.
The Challenge: How do you build excitement for new collectible drops in a market saturated with trading cards, NFTs, and comic memorabilia?
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)
