Time to celebrate every student’s unique personal style. Amazon kicked off the 2022 school year after two years of navigating a pandemic landscape for students. Off to College is a campaign geared toward incoming freshman, helping them find all of the inspiration they need to become who they want to be. Whether it’s purchasing the right laptop or shopping for fashion to best express themselves, Amazon’s one-stop online shop is a destination for students to bring their collegiate dreams to life.
As Creative Director, I led a team comprised of one designer, one photo art director, one copywriter and one production designer to develop a fresh and energizing color palette, illustration suite and photo asset library—all showcasing on-trend, Gen-z styling cues and environments. I ensured that the Off to College campaign directly related to the Amazon Retail brand expression and standards, yet was differentiated from the previous year’s campaign and Back to School, which runs in parallel.
Art Director: Allison Wagner, Designer: Ayako High, Copywriter: Matthew Schnirman, Producer: Lindsey Wilson, Stylists: Bailey Julio, Marie Sullivan, Photographers: Tara Donne, Alison Blomgren