Amazon
Echo Dot 5 Launch
↳ Challenge
Our Brand Studio team was responsible for launching Echo Dot 5th Gen, from strategy, positioning, and creative concept to execution.
Summary
The 5th generation of the Echo Dot family offers carefully designed speakers with an enhanced LED display that shows the time, weather, song titles, and more. Positioned at the intersection of entertainment and personal productivity, these smart speakers are ideal for busy professionals, millennials, and young families.
In collaboration with internal stakeholders in product development, marketing, and packaging, my team successfully executed the entire creative process to launch the Echo Dot 5th family of products in the US market and internationally.
Role
Head of Brand Creative
Launch Video
Photography
Photography was one of the key visual assets leveraged across the entire customer journey. Our compositions were flexible, allowing for different crops and scaling across various digital and out-of-home placements. Furthermore, the images showcased a fresh look and feel for product-focused lifestyle photography, aiming to establish visual consistency throughout the Echo portfolio.
Marketing
Packaging
Credits
Brand Strategy, Feature Naming: Alli Magidsohn
Content Strategist: Daphne Chan
Creative Director: Aaron Sanchez
Creative Director, Art: Silvia Morganti
ACD, Copywriter: Julia Brenner
Visual Designer: Joan Ang, Jayeeta Kundu
CG Artists: Nathan Heal, Faruk Kalaycioglu
2D Artist: James Webber
Production Designer: Carolina Murillo Salas
Senior Producer: Marguerite Olivelle
3D Producers: Heath Ward, Katie Sink
Creative PM: Holly Ableidinger
Packaging PM: Taylee Pardi
Accessibility Lead: Elodie Fichet
Production
Harry Israelson @ AfterHrs