Amazon’s flagship tablet, Fire Max 11, debuted with a sleek metal design, an 11” display, and a full accessory lineup. Partnering across internal and external teams, I led the design, art direction, and device management for six distinct product pages: an unprecedented scope for a single launch. Several pages also introduced the Picsart AI photo editing and design app, featured on Amazon devices.
The team collaborated with ManvsMachine to create CGI-driven animations that elevate our product-centric design. Using intentional lighting, camera angles, and subtle motion, we delivered creative that feels bold yet ethereal while highlighting the device’s form and bringing its color palette to life.
On set, real-time creative decisions were made to strengthen the layout and keep the work grounded in accurate device context. I directed key shots to spotlight core capabilities and served as the primary point of contact for hardware, accessories, and app/UI accuracy to keep execution seamless and teams aligned. With Picsart featured across the pages, I partnered closely with the Picsart team to develop on-device content and ensure the experience was represented clearly and authentically.
In parallel, I shaped the video storytelling by building beginner-friendly scenes around productivity, collaboration, and creativity that read clearly on camera. I coached talent through key workflows with quick, precise direction so interactions felt natural and accurate, keeping the crew aligned in real time.
Crafting the six product pages encompassing various combinations of the Fire Max 11 and its accessories demanded creative strategy and meticulous attention to detail. With multiple shared and individualized sections depending on the offering, I implemented a minimalist, modern approach, infusing bar-raising creativity across both desktop and mobile layouts. This included collage-like design, innovative motion, and strategic points of emphasis throughout the pages.
