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
SPOTIFY
ROLE
Art Director
PROJECT
Production Shoots, Photography
My Role
I led art direction from concept through post across major releases, evergreen content, and feature rollouts. I developed modular templates that scaled globally, directed studio shoots and talent capture, and translated Spotify's identity into platform-specific formats.
The Challenge:
Spotify's refreshed visual identity had been designed for out-of-home and in-app experiences, not for social. I needed to adapt the system for social in a way that felt true to the brand while staying native to platform behavior.
For Audiobooks and Podcasts, the challenge was building awareness that Spotify wasn't just music.
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)
