Amazon’s flagship tablet, Fire Max 11, launched with a sleek metal design, an 11-inch display, and a full accessory lineup. Partnering across internal and external teams, I led hybrid art direction and design across six distinct product pages, translating Amazon’s retail architecture into a scalable system for multiple device-and-accessory combinations. 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.
Designing six product pages across multiple Fire Max 11 configurations and accessory offerings required building a scalable system within Amazon’s retail architecture.
With shared sections, individualized modules, and a hierarchy that shifted based on the product setup, I created a framework that could flex across pages while maintaining consistency across desktop and mobile, brought to life through a minimalist visual approach, motion, and strategic emphasis throughout.
