This is Amazon
Solution
As part of the This is Amazon campaign, I art directed TV and print executions centred on authentic employee stories. A film followed Camila’s journey as a Mechatronics Engineering apprentice, while the print campaign featured portraits and first-person testimonials from fulfilment centre workers.
The design approach drew on an understated, editorial aesthetic — generous white space, restrained typography and minimal colour — allowing employees’ voices and stories to take centre stage. The campaign ran across print in the UK and Germany before expanding into social video across France, Italy and Spain.
Brief
Amid growing media scrutiny of working conditions, Amazon needed to recruit thousands of fulfilment centre employees during COVID-19. The challenge was to move beyond the perception of Amazon as an impersonal machine and instead highlight the real people who power the company.
Result
By foregrounding real people and lived experiences, the campaign helped shift the narrative around fulfilment centre work while supporting recruitment across Europe. The visual language also influenced updates to Amazon’s global Brand Truths guidelines, evolving the system toward a lighter, more human and editorial style.
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Creative Lead, Art & Design Director
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Executive Creative Director: Eloise Smith
Creative Director: Emilio Pastores
Creative Lead, Art Director & Design: Tessa Noble
Creative Lead, Copy: Javed Jasani
Producer: Paul Lewis
Casting Researcher: Carly Randall
Designer: Matt Wood
TV & OLV
Brand Guidelines
The project contributed to an evolution of the global Brand Truths design guidelines. An earlier system built around condensed uppercase typography and a darker palette was refined through this work, introducing more considered use of white space, a reduced palette and a simpler typographic approach.