Shortly after joining Amazon, my team began working on Prime Day, billed as “bigger than Black Friday”. There were hundreds of international ads to make on a very short deadline. Many of my designs wound up on the front page of the site.
Amazon Creative Services is a high volume service that specializes in creating ads for a huge variety of companies. In my time with Amazon, I worked with hundreds of different vendors, including Verizon, Dell, Samsung, Sony, and Disney. The challenge was to present these ads in a way that conformed to Amazon styleguides, while also mantaining the character of each company.
Amazon is an international company. Many of the ads were translated for different countries, requiring new copy, new assets, and a brand new layout. In many cases, a language barrier and time zone difference became a new obstacle in getting finished designs.
Amazon can be experienced on desktop, laptop, phone, or tablet. As such, many vendors required a suite of graphics with different sizes that work on a variety of screens. Additionally, ad placements ranged from large slideshows to tiny site stripes and banners. Many requests required dozens of differently-sized deliverables.