AMAZON GLOBAL ADVERTISING

As the Creative Director for Amazon Global Advertising, scaled creative services, I supervise the quality of designs produced by a team of over 60 designers across Costa Rica, Japan, India, and Slovakia. We support campaign design for 10 locales and 7 languages, designing videos, landing pages, display banners, and more.

DIGITAL & PRINT ADS

Our graphic designers and animators create display ads for brands advertising on Amazon O&O, such as OOH (boxes, bags, lockers), static banners on amazon.com, device screens, and more. As the Creative Director, I help to establish templates and style guides, conceptualize and pitch pre-sales mocks to advertisers, and supervise quality reviews.

Talenti: Fire TV Screensaver

The challenge: Our team was approached by Talenti for unique Fire TV (FTV) Screensaver concepts featuring three key products, requesting customized copy and designs relevant to the FTV viewing customer.

The creative solution: Since screensavers appears after a 5min pause/inaction, I wanted to capture the idea of taking a snack break in between viewing content and entice viewers to associate Talenti as the perfect video break indulgence, activating their craving. Leveraging Talenti’s beautiful bright ice cream colors to contrast against a deep blue background, we made sure the products stood out on screen, and then we folded in the unique selling point of each product along with fun messaging relevant to the pause/break experience (ex. “binge watch with five delicious layers of indulgence”).

The results: Compared to other ice cream brand competitor benchmarks, Talenti’s campaign yielded an 8% increase in CTR and drove 47.29% purchases new to brand (vs 36% benchmark), thus surpassing goals.

Amazon New & Notable: BRand System

Brand store template with branded banner

The challenge: Advertisers struggle with the “cold start” problem when launching net new products on amazon.com due to a lack of historical customer reviews. We wanted to build a brand system and badging around new product launches to help boost customer trust and engagement with new product ads.

The creative solution: My team conducted research and surveys to propose names to VP-level leadership, and we landed on “New & Notable.” Then we built designs for the brand identity: badges, banners, and Store/banner templates with a color palette and font compliant with Amazon branding guidelines. To stand out from other badges and Amazon brands, we decided to go with a tri-color palette (versus the usual two-color) using the dark squid ink background and a new bright teal accent color to pop. We have now applied our New & Notable branding to over 20 campaigns for advertisers launching net new products.

Results: Our designs drove +16% OPS and +11% CTR for creatives with vs without badge, and have been used by brands such as Bose, Dyson, Graco, and more.

Store link: https://www.amazon.com/stores/page/605F2F84-FDBA-4EBC-BBC7-4232093BB2CF?ingress=2&visitId=284dbe17-a46b-485b-8451-6c6e45ec1ead&store_ref=bl_ast_dp_brandLogo_sto&ref_=ast_bln

Store link: https://www.amazon.com/stores/page/13ED5F37-6AE9-4830-AA18-E370C1C005AF?ingress=2&visitId=2165b0f9-2b3a-4c08-8215-34254534890e&store_ref=bl_ast_dp_brandLogo_sto&ref_=ast_bln

Rewarded Ads Design Optimizations

The challenge: To take the current Rewarded Ads design template which were not performing well and optimize the quality of the template. Rewarded Ads are a program where customers can buy X and get Y when buying participating Amazon products.

The creative solution: We simplified the language and created a brand system for Amazon Rewards to try and build trust and recognition with customers.

Results: We are currently running A/B tests.

AMAZON ADS Digital Brand Stores

Our digital designers and copywriters create interactive, branded shopping experiences where customers can explore and shop all products by that brand. As the Creative Director, I launched the official Stores design guidelines, created a digital UX/UI quality review process, built a DE&I program around inclusive imagery and design best practices, and mentor our designers and copywriters.

Link to site; designer: Ginnete Cideno

Brand Store TEmplates

To increase scalability and seasonal relevance of stores, I led the design of seasonal templates which would allow 3P brands to quickly swap in their product ASINs within the pre-approved designs/copy. For the Sustainability template, I worked with the Climate Pledge team to ensure we adhered to their brand colors and guidelines.

AI-Generated AdS

As the owner of a VP-level product influence goal, I collaborate with Product and R&D partners to improve the quality of AI-powered generative ad tools at Amazon. I provide strategic design and workflow recommendations, lead quality evaluations and benchmarketing, provide north star quality imagery, review stock images that inform the machine learning, and perform user testing and validation. Below are samples of our AI-generated ad imagery worked on by our team of designers, and showcased at Cannes 2024.

New Ad Products: Fire TV Sponsored Row & PRime Video Feature Rotator

I owned a VP-level goal to increase our design team’s influence on the development and launch of new ad products, such as the Fire TV (FTV) Sponsored Row and Prime Video Feature Rotator (PVFR) below. Working closely with Product and UX teams, I provided design feedback on the layout, character limits, logo space, client use cases, and more. I collected advertiser VOC and advised on design improvements post-launch, such as increasing safe zones and increasing ability to feature multi-titles.