This project started as an RFP, which we won with a pitch that centered on the human touch as the true luxury. After we presented, the client called it a “fucking phenomenal understanding of the brief,” which remains one of my all-time favorite pieces of feedback.

This wasn’t just a new product, it was a new category. Amazon Personal Assistant was designed to feel high-touch, human, and bespoke, which was a major departure from the usual algorithm-driven recommendations or chatbots. The service paired members with a dedicated assistant who learned their preferences, styled their wardrobe and home, and helped plan trips, gifts, and more.

We set out to build a story that felt aspirational without losing Amazon’s warmth. The hero video, intended for in-app use, needed to strike a careful balance. It had to feel dreamlike and luxurious, but still clear and grounded. Supporting assets like photography and animated email GIFs expanded that world, helping the experience show up consistently across platforms.

The creative centered on one idea: luxury was in the person, not just the product.