Amazon Echo Look
ROLE: CREATIVE DIRECTOR
Brand launch for Echo Look, a new member of the Echo family which boasts a hands-free camera and style assistant.
THE CHALLENGE
Develop brand awareness for the Echo Look amongst ages 25–35, focusing on the features and functionality.
ART DIRECTION
Create a timeless look that evokes style—not trend—with a combination of authentic lifestyle photography and design elements common on fashion sites. Showcase how Echo Look can enhance style choices and everyday tasks.
PHOTOGRAPHY
Feature a diverse group of models in looks that are seasonless, stylish and not overly trendy. Their poses should be natural and confident. Locations are modern but look lived in.
PRODUCT FEATURES
Since most of this product’s magic is in the app, we had to creatively show UI elements like the Look Book and Style Check fashion assistant.
WEB DESIGN
We are limited in the functionality of the Amazon site, so we used design—full-bleed imagery, spacing, etc.—to make the page feel immersive and interactive.
PROMOTION
Through testing, we've proven that simple, bold creative works best on the Amazon homepage, while the context of a dresser was better for email.
