Echo Family of Devices Launch 2025
I produced the launch campaign for Echo Hub, a first-to-market device, while UI development was still underway—requiring real-time coordination between production and product teams. To maximize efficiency, I built a new workflow that integrated global motion graphics and UI localization directly into the US post-production schedule, streamlining timelines and reducing costs. By engaging accessibility stakeholders during concept development, we cast Amazon's first deaf couple as on-screen talent, ensuring authentic representation from the ground up.
Amazon Devices Launch Event 2023
Sacred Lies on Facebook Watch:
For this launch event, I oversaw production of a comprehensive content package—CG motion sequences, static visuals, and live-action video—all designed to honor the act of reading and writing while showcasing the new Kindle products. The layered content strategy created dynamic touchpoints for press, influencers, and customers to discover and experience the product line.
Echo Hub
Tasked with delivering 150+ CGI assets for this major launch event, I introduced a phased production approach that streamlined workflows and unlocked significant efficiencies. The result: under-budget delivery and elevated creative standards across all touchpoints—keynote content, on-stage scenic elements, and digital placements—setting a new benchmark for future productions.
Echo Pop
Shot on set in Vancouver after show production wrapped, this campaign required strategic efficiency with minimal talent availability and budget. The result: a complete 360° marketing ecosystem featuring this teaser, key art, social content for paid and organic distribution, audio spots, out-of-home materials, print collateral, and experiential activations, proving that constraints fuel creativity.
I produced this three-spot campaign on location in Mexico City under heavy Covid-19 restrictions, navigating constant crew and talent replacements from positive tests by maintaining third and fourth holds throughout production. Extensive planning and pre-visualization were critical to align all stakeholders on practical effects and post-VFX requirements. To capture sufficient content for three unique spots with heavy design and VFX elements in just four days, I added a second unit to the production plan. Meticulous prep included designing and printing all custom signage, choreographing practical shelf resets, and precisely timing dolly moves to ensure shots would sync seamlessly in the edit—proving that rigorous preparation transforms logistical challenges into creative opportunities.
Square
Faced with limited budget for Echo Pop's youth-focused launch, I solved for impact through innovation, showcasing customer personalities via dynamic framing and deliberate propping across 20+ scenes instead of hiring talent. Paired with a memorable custom song, looping video content, and photography, the campaign proved that constraint-driven creativity often outperforms conventional approaches.
Echo Dot
Produced an engaging video and photo campaign for Echo Dot launch, including an original composition from an indie band. Was able to pivot quickly to accommodate unexpected additional scene and end card shots while delivering under budget.
Square
Produced to spotlight new software capabilities with lean resources, this campaign demonstrates the power of efficient creativity. I orchestrated two focused shoot days in Brooklyn for video and still photography, plus a bespoke music track, transforming budget limitations into an opportunity for sharp, intentional storytelling that put the product front and center.
Red Table Talk on Facebook Watch:
Time constraints with high-profile talent demanded flawless execution. Through strategic planning and efficient production management, we delivered a complete content package in one intensive shoot: season trailer footage, key art photography, and a full library of social assets to fuel a 16-week digital campaign.
For this high-stakes Fall Launch, I produced multiple video assets introducing the expanded Echo lineup: a bespoke live event video that aligned PR, SVP leadership, Product, internal studio, and external vendors into one cohesive narrative, plus a series of scalable CG-forward feature videos for four new-to-world products. Coordinating across UI, GTM, retail, social, live event, PR, strategy, and global market stakeholders with competing timelines, I delivered a unified visual system that anchored the integrated global campaign. Complementary photography grounded the innovation in real life, showing how these products fit seamlessly into customers' everyday experiences.
Alexa+ Launch Event 2025
Launching Alexa+ meant communicating sophisticated AI advancements to audiences without technical backgrounds—a storytelling challenge as much as a creative one. I facilitated collaboration between internal designers, engineers, PR strategists, and external vendors to bridge the gap between complex AI functionality and audience comprehension. Through workshops and iterative creative development, we distilled intricate features and techniques into elegant visual interpretations: compelling graphics that were both immediately understandable and visually arresting on the keynote stage. This visual vocabulary became the campaign's connective tissue, ensuring the AI story remained consistent, accessible, and impactful across keynote, digital, retail, and social channels.
