Senior Art Director, Amazon MyHabit
CHALLENGE: MyHabit, the flash-sale site for Amazon, was originally launched with intentions of being high-end designer. However, the overall aesthetic was too esoteric, cold and moody, alienating customers. Most images were shot in studio from a severe angle in a very theatrical manner where the models looked intimidating.
SOLUTION: Create a campaign to show a more lifestyle approach making it more relatable to our customer. The idea of X is MyHabit was open-ended enough to be able to cover all departments of women, men, home and kids.
Result: These images were also used to pitch more Designers to showcase with us such as Rick Owens.