Fire Max 11

Designed at Amazon
My role: Creative Director

In spring 2023 Amazon launched its best tablet to date with an 11” display, 4GB of RAM and sleek, lightweight metal design. As Creative Director for Amazon Tablets, I led a small team of art directors, designers, and copywriters to reinvent the product line visual expression and bar-raise the creative touch points. We worked with content strategists, go-to-market and product partners to align on messaging and built a templated system of assets that could showcase not only the tablet but a suite of accessories new to the category.

Beauty is in the details

Tablets are familiar and straightforward to customers. Size, speed, apps. Fire Max 11 needed to stand out in a crowded market and among other Amazon Tablets. We leaned into the premium look and worked with Man vs Machine to develop multiple product-forward animated spots to showcase the sleek metal design.

The early explorations played with light and dynamic angles as we looked to clearly delineate this device from the rest of the product line.

Our final creative blended the ethereal with straight-forward and familiar-to-Amazon product renders, leaning into the Fire brand color palette and gradients.

We took every opportunity to include motion on the product page - showcasing features like comms and creativity apps while highlighting the vibrance and clarity of the screen.

Fire Max 11 also represents a shift in our depiction of Tablets as a shared device. Emphasis was placed on screens and content, ensuring we closely tied whats on screen to our customer personas and real customer use cases.