nAS holiday 2025

TLDR; my role: design lead - oversaw 7 internal designers, agency partners on subprojects

Event info: 3+ month long event broken into 3 design phases + 4 additional subprojects I supported

Result: oversaw production and delivery of 6600+ assets, including 1100+ motion assets, 2 splash screens

Early & peak holiday

Early holiday had a limited color palette fitting with the fall season (9/15-10/31) while peak holiday used the full breadth of the holiday color palette introducing greens and pinks (11/1-12/12). Messaging tory breadth expanded in peak.

I led the integration of CGI work streams into the holiday work, establishing benchmarks for CGI usage and provided feedback to ensure CGI creative met the same bar as our shot photography and manually created assets. I partnered with curation and marketing stakeholders to include top trending product, new exclusive products to Amazon, and Amazon brands to ensure product breadth was strong across all versions of assets. I also partnered with our COOP team to find the best placements to include products brands paid for inclusion, making sure the products fit in seamlessly to the existing stories and traffic plans.

Last-minute gifting (LMG) + Super Saturday

The final phase of the event, last-minute gifting (12/13-12/25) reduced the color palette to only 2 colors to help signal urgency. New for 2025, LMG included Super Saturday, a deal and last-minute gifting event. This involved close collaboration on my part with our marketing lead to ensure messaging was clear and best in class products on deal were featured across

One of our biggest challenges I tackled for this event was two splash screens, one for LMG and one for Super Saturday. These involved weeks of planning, multiple rounds of reviews and approvals with senior leadership at Amazon including the Shopping Design, Homepage, and brand teams. Despite multiple last-minute changes, we were able to get both live for customers to see 1x per day every time they opened the Amazon app.