Amazon's Holiday Toy List

Art director for the annual Holiday Toy List campaign in NA, creating an integrated campaign across the US, CA, and MX markets that yielded YoY growth exceeding goals in all three markets. I art directed the first editorial videos (a series of 10, :30 spots) for the Toys category based on concepts I created, which received 1.6M views and had top performing click-through rates on Amazon.com's mobile landing page.

2016 Holiday Toy List

Art director for the annual Holiday Toy List campaign in NA, creating an integrated campaign across the US, CA, and MX markets that yielded YoY growth exceeding goals in all three markets. I art directed the first editorial videos for the Toys category based on concepts I created, which received 1.6M views and had top performing CTR on Amazon.com's mobile landing page. 

Styleguide

I developed a styleguide for the seasonal event, that drove the overall look of Amazon's 2016 global holiday styleguide. With unified design, dynamic imagery, type, and color palette, graphics could be designed quickly and reduced QA thrash. Pitched the concept of a Holiday Toy Book to business partners, laying the foundation for the 2018 launch of Amazon’s first-ever toy catalog, mailed to millions of customers.

Page development & photoshoot

I developed page wireframes that encouraged browsing and customer curiosity. I concepted and art directed a 4-day photoshoot, with 8 child models, two photographers and two sets, producing 95 final photos and over 400+ graphics for NA.