Prime Try Before You Buy

This photography-forward campaign helped bring Amazon’s Prime Try Before You Buy to life, positioning the service as warm, personal, and easy to use. I shaped the creative direction from concept through delivery, guiding casting, wardrobe, location, and layout to support Amazon’s UI and work across formats.

Project Overview

Prime Try Before You Buy (PTBYB) was Amazon’s effort to make shopping for clothes online feel as effortless as trying them on in person. The goal was to shift Amazon Fashion from a purely transactional space to something more intuitive and relatable by highlighting the ease and comfort of trying things on at home.

Our team was tasked with creating a campaign that felt both stylish and grounded. The photography and gifs had to flex across landscape, square, and vertical formats while supporting functional overlays and storytelling moments. Everything was produced within a compact, multi-day shoot under Covid-era guidelines.

Scope:

Photoshoot & Gifs

Brand:

Amazon Fashion

Year:

2022

My Approach

I led the creative from pitch through final delivery, shaping the campaign’s visual system and execution across photography and motion. Working closely with my Senior Art Director, we developed the overall direction, from casting and wardrobe to layout and shot structure.

We collaborated with a production company, a staffing agency, and Amazon’s in-house stylist to bring the campaign to life. I worked with the client to make final selections on the house, photographer, talent, and wardrobe, ensuring everything aligned with the creative vision.

Each frame was composed with purpose. The imagery was built to accommodate UI overlays and translate easily across placements, while maintaining a relatable feel and elevated style.

The Team

Creative Director Angela Sturrus
Business Director Dawn Prudden
Senior Art Director Cat Thielen
Executive Producer Leo Nouhan
Senior Producer Laura Krahel
Copywriter Danielle Chesney
Motion Designer Isabelle Souri
Motion Designer Maggie McNamara
Designer Phil Zhang

In the Details

The storytelling focused on transformation. We used the “Try Before You Buy” toggle—an actual UI element from the shopping experience—as a visual device to represent the shift from online browsing to at-home try-ons. It helped ground the campaign in the digital experience while also building customer recognition and reinforcing how the service works.

The campaign leaned into natural lighting, lived-in spaces, and expressive casting to reflect real people in realistic environments. Photography was composed to balance editorial polish with approachability. Gifs extended the system by illustrating key service moments like toggling between product views, selecting favorites, and preparing returns. Each asset was designed to be quick, clear, and adaptable across Amazon’s channels.

Campaign Rollout

The campaign launched in 2022 with a flexible toolkit of stills and gifs that supported Amazon Fashion across social, in-app, and email placements. The creative introduced a more human, style-focused tone that reflected the evolving role of fashion within the Amazon brand.