Amazon
Fire Max 11 Launch
↳ 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
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.
Photography
↳ We captured assets for the device announcement, on-site, marketing, and a product photoshoot for PR.
↳ 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