Brand INNOVATION // REIMAGINING BRAND EXPERIENCES
I spent 2.5 years at Amazon’s Brand Innovation Lab (BIL), leading creative innovation for the CPG vertical. Our team of creatives, designers, technologists, and strategists specialized in reimagining what advertising could be on Amazon.
We saw ourselves as “Sherpas,” guiding brands through Amazon’s expansive ecosystem—beyond retail, into entertainment, health, and more. At BIL, we approached Amazon as a vast playground—part shopping zone, part entertainment hub, and part cultural hotspot.
Our mission was to harness that potential and turn it into unforgettable brand storytelling. Think Fire TV takeovers, interactive Prime Video moments, and custom landing pages that dazzled customers and drove real impact.
Focus Areas:
Campaign development
Multi-channel strategy
Alexa Voice Innovations
Fire TV Experiences
Prime Video integrations
Custom Brand Store
In-app virtual try-on
Amazon Live events
Clients:
CPG Brands
Company:
Amazon
Year:
2022-2025
At the core of our strategy was the Amazon canvas - a fusion of media and marketing opportunities, often intertwined within the same platforms. Adopting a customer-first approach, we encouraged viewing Amazon as more than just an e-commerce platform. We recognized its multifaceted role in customers' lives, spanning entertainment, health, and fashion.
We leveraged the full Amazon platform to craft innovative customer experiences across the entire journey - from awareness to advocacy. This "converged funnel" approach reflects how customers engage with brands today across multiple modes and moments.
Our job was to connect brands to those moments in unexpected and meaningful ways
Shopping experiences (retail, Fresh, custom delivery boxes)
Entertainment platforms (Fire TV, Prime Video, Music)
Interactive technologies (AR/VR, Alexa, live streaming)
Brand storytelling opportunities (Custom Brand Stores, sponsored content)
① — THE AMAZON CANVAS
Notable Examples
PROJECT: Oral-B iO Series 10
Futuristic Launch: We turned a toothbrush debut into an interstellar journey. A cinematic Brand Store and Fire TV integration took shoppers to the sci-fi side of oral care—complete with Prime Video rewards.
PROJECT: Beetles Gel Nail Polish
Virtual Manicures: We built an AR try-on tool allowing shoppers to test 100+ nail designs, snap selfies, and share with friends. This solved the color-testing challenge of online beauty shopping in a fun, social way.
PROJECT: Happy New You” Campaign
Celebrating Small Wins: From interactive in-app social shopping to a “Wheel of Wellness Wins,” this campaign made self-care a festive, daily ritual. Fire TV, Alexa themes, and DOOH integrations at Whole Foods and Fresh connected with new audiences during that all-important new-year season.
Select Deeper Dives
(01) MaryRuth Organics / VIRTUAL MOCKTAIL LOUNGE
(02) Liquid IV / SUMMER HYDRATION DROPS