Defining a scalable photography standard for a global brand

I led the development and execution of AWS employee-centric photography that felt as intentional and human as the stories we were telling. From defining the visual direction to art directing the shoot, I partnered closely with the talented Troy Nebeker to ensure every shoot reflected AWS’s brand traits - balancing authenticity, innovation, and humbleness.

A key goal of this work was reducing the need for stock photography entirely -replacing it with 100% Amazon-created content across all marketing touch-points. This ensured every image was uniquely identifiable as Amazon and reflective of the real experiences of our employees.

I owned the process end to end: working from brief, aligning cross-functional stakeholders, writing the shot list, casting employee talent, finalizing locations, art directing on set, overseeing post-production, and leading the rollout for global adoption. The resulting imagery became the foundation for a scalable, global solution and served as both a visual standard and a practical template for regional teams. This work helped establish a consistent (yet flexible) photography approach that elevated the AWS brand across touch-points and teams globally - positioning AWS as an employer of choice in a competitive talent landscape.

Reinvent
what’s possible

Photography Pillars

I created these photography pillars to ensure global teams and vendors capture employee imagery that's cohesive, authentic, and on-brand.

Photos should have clear focal points and not be too busy.
Images should be accessible and intentional about representation. Consider context and impact, avoiding appropriation, stereotypes and insensitive images. Check in with local teams on cultural differences between markets.
Make the photography truly ownable and reflective of AWS. When featuring employee quotes or stories, never use stock photography.