Spend Less on Your Groceries

Amazon Grocery’s first mass campaign set out to build awareness of the emerging sub-brand while reinforcing a simple proposition: fresh, affordable groceries, delivered with the value and convenience customers already associate with Amazon.

As creative director, I led a team of designers and writers to develop a flexible campaign system across social, digital display, and digital out-of-home, while partnering closely with the teams developing TV and other campaign channels to create a cohesive expression across the broader launch. Centered on appetite appeal and bold macro food photography, our work was designed to strengthen perceptions of freshness and grocery credibility while flexing across seasons, messages, and placements.

In parallel, I led the development of a new Amazon Grocery style guide, establishing a scalable visual foundation for the sub-brand within Amazon’s broader brand system.