This was the first Black Friday campaign following Amazon’s rebrand earlier in the year. Taking on the role of design lead, I began work in April developing the look and feel based on the new guidelines while still incorporating the learnings from previous years. This was the largest scope we had ever worked on, in terms of channels and countries, so I had to make sure that the design direction was as impactful but flexible as possible.

I developed the primary designs for all channels, as well as creating the animated primary files for design-led social and DOOH. It was then my job to lead the team to oversee the rollout across all channels, the creation of campaign guidelines, briefing our agency partners, and QCing everything to ensure high quality and consistency across the whole campaign.