I art directed the motion graphics for AWS’s generative AI hero video, crafting a strategic visual system that extended across social media and paid media including Instagram carousel storytelling, digital display ads, and A/B-tested YouTube thumbnails to maximize engagement. By researching emerging design trends, both within and beyond the tech industry, and translating them into a focused moodboard, I guided the motion designer in creating visuals that revealed the invisible, turning complex AI processes into clear, engaging stories.

With the strategy in place, I translated it into design choices that balanced innovation and brand consistency - layering AWS’s palette, fine line illustrations, and dynamic perspectives to bring the campaign to life across every touchpoint. Each asset provided a strong brand presence through form, movement, and color, while illustration and animation were thoughtfully paired with the speaker’s talking points to reinforce key messages. The result was a system that simplified abstract concepts, added fresh creative perspectives, and sparked curiosity—driving engagement around AWS’s vision for the future of AI.