Chapter 01 — Amazon · 2010–2019 · Art Director, Fashion
Amazon
Fashion
The brief
Give Amazon a contemporary fashion voice credible enough to sit in the September books — next to houses that had been there for a century.
The women's print placements, featuring supermodel Coco Rocha, ran in the September issues of Vogue, Harper's Bazaar and InStyle. The same creative took the front of Amazon's homepage and fashion pages, and an expansive outdoor campaign took key positions in New York and Los Angeles — bus wraps, taxi tops, kiosks, billboards. Altogether, well over 50 million impressions.
The September
books
Print — national
September is the year's audition. Being in it meant the imagery had to hold at full-bleed on coated stock, next to campaigns with ten times the budget — so the work went the other way: one model, decisive light, no set dressing to hide behind. Coco Rocha carried the assortment because the styling and the frame were doing the arguing, not the props.
The same system had to survive a hard downshift — from a full page in Vogue to a 600px module on Amazon's homepage, then to a taxi top read at eleven miles an hour. One palette, one crop logic, one type register, three completely different viewing distances.
New York,
wearing it
Out of home — NYC & LA
Bus wraps, taxi tops, kiosks and billboards across key New York and Los Angeles positions. Out of home is where art direction gets tested honestly: there's no scroll, no second look, no caption. If the silhouette doesn't read from across an avenue, the image has failed regardless of how good it looks on a monitor.
- Bus wraps — full-vehicle crop system
- Taxi tops — three-second read, high contrast
- Kiosks — pedestrian distance, product legibility
- Billboards — silhouette-first composition
Total campaign reach
0
Impressions across print, Amazon's homepage and fashion pages, and out of home.
September books carrying the women's print
0
Vogue, Harper's Bazaar and InStyle.
Years inside Amazon
0
Art Director for Fashion, then Visual Designer for Echo and Alexa after Fashion relocated to New York.
Menswear,
in GQ
Launch — New York Men's Fashion Week
The menswear campaign debuted in leading publications including GQ, timed to the inaugural Men's Fashion Week in New York — an event Amazon Fashion sponsored. It was a statement of intent about men's style, and it needed placements in the top books to be taken seriously.
Menswear meant a different register: quieter styling, tighter tonal range, more weight on fabric and fit than on gesture. Same production discipline, opposite temperature.
One light,
every category
Art direction — photography
Working closely with photographers, I developed a cohesive approach to lighting and shadow so every image felt unified and on-brand, regardless of where it appeared across the site. That normalization mattered given the sheer range of placements — it let shoots move faster and let me direct several at once, remotely, without the brand ever looking inconsistent.
Role
Art Director, Amazon Fashion. Campaign art direction across print, digital and out of home; on-set direction and post supervision; adaptation of the campaign system for homepage and fashion pages.
On imagery
Amazon Fashion campaign photography, shown here as documentation of the work directed — final rights sit with Amazon and the photographers.