Amazon Kindle

Designed at Amazon
My role: Creative Director

In 2022 I took over the creative lead position for Kindle marketing at Amazon and launched the updated Kindle, Kindle Kids, and associated accessories. Kindle is Amazon’s oldest and most beloved product line, with some customers using their devices for a decade or more. We needed to bring the next generation to life while capturing the existing connectedness customers feel to their books and quiet moments with our tech.

In my role I worked with go-to-market teams, copy writers, designers, and producers to drive our creative strategy, directed and oversaw all photography, online retail page, and packaging.

Research shows that kids read more than an hour a day on average when they sit down with their Kindle. The Kid’s Kindle is designed for just that—no apps, videos, or games. I wanted to expand on our depiction of ‘sanctuary’ for our youngest users through simple, device-forward imagery that puts control into kids' hands.

During our shoot, we worked with the set designers and kid talent to create spaces that felt authentic - asking the kids what they liked to read and where, and setting up situations where they felt most comfortable and natural. By advocating for casting real families, we captured many sweet moments with parents and their kids enjoying their Kindles together and elevated the overall creative from previous launches.

The latest generation of Kindle launched in a new denim color, included a 300 ppi high-resolution display, and 2x the storage while being the lightest and most compact Kindle to date.

My goal with this launch was to elevate our creative from previous launches, emphasize portability and compact design, and connect the creative approach to the Kid’s model through the device-forward hands-on imagery.