Bringing AI to life, authentically

Every major tech company was racing to claim AI. The harder challenge, and the more important one for recruiting, was making Amazon's AI story feel real. Abstract imagery and buzzword-heavy messaging wasn't going to cut it for the caliber of AI talent Amazon needed to attract. The work needed to show the people behind the technology, not just the technology itself.

I led the full art direction for Amazon's AI employer brand campaign, from creative brief through multi-channel rollout. Working with photographer Sarah Flotard, I developed a detailed shot list that balanced technical environments with unscripted, human moments, capturing the real talent and energy behind AI at Amazon across offices in Seattle and San Francisco.

The resulting imagery ran across LinkedIn campaigns, responsive Google ads, OOH, industry newsletters, and a dedicated campaign landing page, with a consistent visual language across every touchpoint. The collection became a cornerstone of Amazon's AI employer brand and a global image library that teams are still pulling from.

Global scale,
genuine impact

Alongside the photoshoot, I worked with my team and our friends at Gorilla Gorilla to produce a video that brought the AI story to life through the people living it. Instead of scripting a narrative or using a voiceover, we interviewed employees across Amazon and let them speak for themselves. The themes that came through were ones we couldn't have written better: democratizing access to AI, building at a scale that reaches millions, and doing work that genuinely matters.

My role was to create the conditions for that honesty, and to build the creative system around it so the video, ads, newsletters, and landing page all told the same story. Watch the anthem video below or view the full “Build AI That Matters” series here.