AMAZON

THE IMPORTANT THINGS

→ concept development
→ CREATIVE DIRECTION

Amazon does a lot of things. One of them is a marketplace where small and medium businesses can set up shop, find customers, move product, and tap into Amazon's shipping infrastructure to make the whole operation feel a lot more doable. The brief: show SMBs why it makes sense to partner with Amazon. The approach was anything but obvious.

The Challenge

Telling a story about Amazon's SMB marketplace meant competing with a lot of noise, including Amazon's own scale. The risk with a brand this big is defaulting to the expected: testimonials, statistics, polished talking heads. For TikTok especially, that approach would disappear into the scroll. The challenge was finding an angle that felt surprising, platform-native, and genuinely fun without losing the point.

The Solution

I developed the concept for this made-for-TikTok series around a single creative bet: what if the products did the talking? By personifying the items themselves, we could tell the story of working with Amazon from an angle no one had taken before. Zany, a little absurd, and rooted in a real truth about what it feels like when your product finally finds its person.

I concepted the series and handed it off to the team to bring to life.