Back to School & Off to college 2025

TLDR; my role: design lead - feedback provider, creative bar raiser, part time art director, leadership escalation POC

Event info: 17 week long event, 6 months design work from style guide exploration through asset delivery

Result: 4700+ creative assets delivered, including 499 motion assets

Prior to design kick off with the production team, I partnered with our Associate Creative Director to explore designs and photo shoot direction options utilizing a style guide created by the Amazon Global brand team (XCM). We went through 4 rounds of exploratory designs, ultimately landing on testing on-figure and off-figure creative for 3 top stories for Back to School (BTS) while maintaining layouts approved by XCM.

For the design production period, I assigned all creative assets utilizing the teams strengths and grouping by channel. Because the event was so long, we broke up production into two waves, with the second wave of creative underway during the live event. I reviewed and provided design feedback, ensuring creative consistency across channels and waves, product breadth, and marketing expectations met across all assets. While the event was live, I also supported ad hoc requests, assigning, providing direction and reviewing/approving all of the quick turn asks. I lead design deck builds, ensuring all annotations and creative assets were included and up to date. For the second year in a row, I was the creative POC for any leadership escalations, despite the event overlapping production of Holiday, the biggest event I lead.