PRODUCT LAUNCH

Fire Max 11

CHALLENGE

Shift the way customers think about Fire Tablets with the new Fire Max 11. Its highest resolution, biggest screen, new slim profile, and improved performance at a competitive price point mark a significant expansion for the current portfolio.

ROLE

Head of Brand Creative

The Fire Max 11 is Amazon's flagship Fire tablet designed for entertainment, productivity, and communication. This tablet offers a premium experience, complete with a productivity system that includes an optional 1P keyboard and MFA stylus. It features a vibrant 11" 2K display, a sleek metallic rear cover, an ultra-fast CPU, and a longer battery life compared to other Fire Tablets in the lineup.
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To showcase the materiality, bright display, and sleek form factor of the Fire Max 11, we used a CGI approach. This approach positions it as a more premium product. Additionally, we developed a visual expression system that enhances the product branding and connects various touchpoints throughout the customer journey.

MOTION/VIDEO

PRODUCT CGI

We utilized CGI to highlight Fire Max 11's form factor, brilliant high-resolution display, as well as other product features. 
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PHOTOGRAPHY
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We captured assets for the device announcement, on-site, marketing, and a product photoshoot for PR.
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OOH

CREDITS

Strategy: Will Taylor, Jeremy Huggins
Creative Director: Rosie Heffernan
Art Director: Vince Chmielewski, Kawika Sweeney
Visual Designer: Sam Morse
Copywriter: Lisa Olson
Senior Producer: Dorian Douglass
Packaging Strategist: Taylee Pardi
Creative Program Manager: Dani Corrales
Online Experience: Namrata Vijay, Mitesh Khandelwal, Lucy Shaw

Production
ManVsMachine

Photography
Martien Mulder
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Based in Los Angeles
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