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
Tractor Bev. Co.
ROLE
Art Director
PROJECT
Studio Shoot, Social Content
The Client:
Tractor Beverage Co. makes organic beverages available exclusively in restaurants like Chipotle—not in stores.
The Audience:
Health-conscious Gen Z who values authenticity and culture-conscious brands but won't sacrifice fun or flavor.
The Challenge:
How do you market a product people can't buy in stores? We needed to build brand awareness for a beverage most people encountered as an unlabeled fountain drink.
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)
