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.

Summary

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.

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.

Role:
Head of Brand Creative

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Motion/Video

Device 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 Execution

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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