Amazon
Holiday Catalog & Campaign [2023]
Holiday Catalog & Campaign [2023]
ROLE: Creative Assistant
AGENCY: Look
AGENCY: Look
PHOTOGRAPHERS: Johnson Lui, Miranda Barnes, & Sophia Wilson
SET DESIGNER: Matt Jackson
SET DESIGNER: Matt Jackson
The holiday catalog was reimagined for Amazon’s Holiday Gift Guides across print and digital, shifting away from traditional models and staged narratives to spotlight real Amazon customers and their real stories. From artists and activists to quilters and roller-skate stars, the project celebrated authentic personal style and lived experience. The print catalog extended across Amazon’s app, website, and social platforms, supported by a hero campaign video and social assets that brought each story to life.
As Creative Assistant, I supported the creative team across casting, story ideation, and research, shaping product stories that felt true to each individual. On set I providing creative support, directing and ensuring talent felt comfortable, confident, and authentically represented. I also created detailed briefs for talent and creative partners, and played a key role in leading the accompanying e-commerce shoot to support catalog layouts. In post-production, I assisted through selects and final deliveries to ensure consistency across all touchpoints.
As Creative Assistant, I supported the creative team across casting, story ideation, and research, shaping product stories that felt true to each individual. On set I providing creative support, directing and ensuring talent felt comfortable, confident, and authentically represented. I also created detailed briefs for talent and creative partners, and played a key role in leading the accompanying e-commerce shoot to support catalog layouts. In post-production, I assisted through selects and final deliveries to ensure consistency across all touchpoints.
ASL interpreter Justina Miles, the first Deaf woman to perform American Sign Language at the Super Bowl pre-game and halftime shows in 2023, shows us how she expresses herself.
The beauty of her ASL interpretations—expressive, creative, and colorful—extends from head to toe.
Little kids, big fans. Kids get crafty and style themselves as their heroes. We cast from an after-school art class to capture the magic of dress up and play.
New York-based chef and food artist Suea demonstrates how she hosts in style. This holiday season, we followed Suea from preparing her eye-catching culinary concoctions in the kitchen to a feast joined by her impeccably dressed group of friends.