Overview

I was part of the creative team that worked on the product launch of the Amazon Cloud Cam. Specifically, I collaborated on the detail landing page design, created the informational email campaigns, and attended the photo shoot in LA to assist with art direction and shot list needs for our digital assets. I also lead a small team of designers to create the the Amazon home page hero banners.

Amazon Cloud Cam Launch

Role

Visual Design, Art Direction

Platform

Photoshop
Illustrator
Sketch

Deliverables

Detail Landing Page
Photography Assets
Email Campaign
Site Banners

Creative Team

Senior Art Director: Amy Schweitzer
Visual Designers: Nathan Schweitzer, Mel Fernandez

Cloud Cam Detail Landing Page

I accompanied the senior art director on a photo and video shoot in LA to provide additional direction for our digital asset needs. We wanted to shoot a mix of action shots and environmental stills, showing the complex features of the Cloud Cam. My goal was to make sure we were getting the right angles and compositions for sections of the detail landing page, as well as some general evergreen shoots of the product that could be used in future marketing, like the home page banners shown further down this page. I needed to keep in mind the different aspect ratios we would need for different Cloud Cam features that would be displayed on multiple platforms.

A highlight from the shoot was executing a concept for a video that I had proposed. My idea was to capture a fun and playful scene that visually explained the motion detection feature of the camera, offering up a bit of comedy to our otherwise more serious, informational concepts. I thought it would be both amusing and eye catching to record a video of a wild animal entering the camera owners property via a door that was accidentally left open. The Cloud Cam would then alert the owners that they now had an uninvited visitor inside their home. I suggested that the wild animal be either a raccoon or a skunk, and we ended up finding a professional animal trainer in LA who brought a raccoon to the property we were shooting at. It was entertaining, to say the least, watching a raccoon sneak in and out of an open patio door multiple times, back and forth, until we were able to capture the perfect take.

While the video did not make the initial rounds of the detail landing page, it did resurface months later as a site and social media ad, compelling our customers to click through the landing page for more information.

Informational Email Designs

To accompany the product launch, I designed the Cloud Cam Welcome Series and the What’s New email campaigns. There was a lot of information to pack into these emails, so I wanted to be cautious about the types of visuals we paired with it so that we could keep our customers eyes flowing throughout the entire layout without feeling overwhelmed by the amount of copy. We used some of the product silo shots from the photoshoot, as well as some of the action shots shown on the screens of the devices below.

Home Page Banners

We needed to promote the new camera on Amazon’s home page, and were given the main hero carousel spot to do so. Because the home page tends to be busy, almost cluttered with a bombardment of product recs and prime features, for the banners I decided to lean heavily on full photography with balanced compositions and minimal props. I worked with and lead a team of designers to execute my vision and create alternate versions of the home page banners, as well as a handful of differently sized placement ads to be scattered throughout the site.