Senior Art Director, Amazon MyHabit
Challenge: With a flash sale site, merchandise is usually past season, overstock, and sometimes bought ahead of season. How do you tell a relevant trends story with randomly assorted merchandise, that is usually planned and shot within a few days?
Solution: Our marketing department presented trends several months ahead. The merchants bought into the trends that would be relevant to their customer. The creative team set deadlines for all teams so that we would have more time to plan a successful shoot. A proper style out occured with the merchants, marketing, and creative teams all in alignment. Previously, the seasonal trends stories were shot in studio. We were able to plan ahead enough to be able to shoot on location in the streets of New York and eventually were able to plan ahead of time to plan a shoot in Miami for the same cost per shot.
My role: Leading cross-functional collaboration among marketing, creative, and merchants to plan early enough and be nimble with inventory delivery challenges.
MyHabit Fall Trends campaign based on the idea of New York stories.
MyHabit Spring Trends campaign shot in Miami with the same cost per shot as New York.