For this year, the EU team was given the opportunity to create the global design direction for all static mass media (OOH, Print, Display) using the same cast of characters that were to feature in the TV ads. The campaign showed ordinary people becoming ‘Holiday Heroes’ through unexpected holiday purchases on Amazon. We developed a direction that used comical portraits of our heroes in heroic poses, in a festive studio environment to allow maximum flexibility across channels.

We shot some fabulous images with John Keatley, with our team remotely art directing due to COVID restrictions. I then created primary designs for all locales and led the rollout for the EU.