Amazon Tap
ROLE: CREATIVE DIRECTOR
Brand launch for Amazon Tap, the first portable Bluetooth speaker with Alexa.
THE CHALLENGE
Create brand awareness for the Echo Tap amongst ages 25-35, focusing on the features and social experience.
ART DIRECTION
Appeal to the younger, active target customer by incorporating authentic lifestyle imagery along with motion, color and playful headlines into digital assets.
PHOTOGRAPHY
Feature a diverse group of models interacting with Tap in aspirational situations that still feel attainable. Models and sets should appear fun, casual and natural.
WEB DESIGN
The product detail page features large banners with colors pulled from the lifestyle photography. Without the need to build additional functionality on the page, a bold text treatment was used to give the feeling of interaction.
PROMOTION
Applying our findings from the launch of Echo, we tested a light and dark treatment for the gateway banners, and lifestyle imagery for the email.
