Save the Everyday Campaign

Amazon needed a campaign that could reinforce its core promises of value, selection, and convenience through fresh, seasonal storytelling across multiple digital channels.

As art director and senior designer, I partnered with the creative director to develop a campaign design system spanning social, digital display, and digital out-of-home. The visual language balanced bold, vibrant moments with relatable everyday stories, creating a cohesive system that could evolve across seasons, formats, and audiences.

Following its 2025 launch in the US and Canada, the campaign expanded to Japan and the EU before returning in 2026 with refreshed creative, demonstrating the strength and longevity of the system across international markets and multiple campaign cycles.

Art direction, campaign design, social, digital display, digital out-of-home

Amazon XCM
VP, Global Chief Creative Officer: Jo Shoesmith
Group Creative Director: Alexa McNae
Creative Directors: Melissa Bradley, Austin Tott
Sr. Designer: Eva Grate
Sr. Copywriter: Matthew Schnirman

Photography
Cody Guilfoyle