Black Friday Cyber Monday

A M A Z O N

THE PROJECT

Black Friday Cyber Monday was an extension of the holiday campaign and was inspired by wrapping applications — specifically, Amazon’s distinctive box tape as a visual device to communicate deals to customers. Because tape is such an own able asset to Amazon, it creates brand attribution for this campaign as well as instantly communicating deals. We leveraged a cohesive color palette and ensured the campaign tied in with the holiday creative by sharing Punch Bowl, a vibrant color in the palette which is associated with value. We also leaned into gold as a styling accent in propping, another consistent thread with the holiday creative.

As the lead art director on the project, I was responsible for concepting the all-encompassing strategy and visual application for two globally-inclusive style guides for Holiday and Deals. Respectively, these style guides provided detailed direction for messaging, color palette, typography, motion, photography and design. It also included a suite of downloadable photography and motion assets.

MY RESPONSIBILITIES

Developed the chosen concept You’re Invited — including but not limited to color palette exploration, design application, photography guidance implementation and collaborating with key stakeholders.
Created robust photo art direction guidance for all photography and motion assets.

DELIVERABLES