Creative Direction

Client: Amazon Prime, Grubhub

Project: Product campaign for onsite, outbound, social, and paid display

My role: Associate Creative Director at Media Monks agency

The team: 2 visual designers, 2 copywriters, 1 producer

Timeline: 3 weeks Total Assets: 180 (English & Spanish)

Brief: Promote a new product feature that allows Prime members to link their account with Grubhub. Build on the insight that customers are more interested in free delivery than product features.

Approach: Prime members tune out anything that’s overly-wonky, like ‘account linking’. But everyone loves something for free. 🤓 That be came the campaign’s hook🪝to encourage signups, along with over-sized, visuals of top-performing food items. 🍔

Results: Campaign outperformed benchmark

Project Process

  1. Copywriting: Headlines and hero information

    • Share copy with clients for feedback

  2. Imagery: Source, retouch to match brand palette

  3. Copy and design first round (R1)

    • Share hero assets with core client team

    • Apply feedback from clients

  4. Hero assets (R2)

    • Present to Amazon leadership (Creative, CMO)

  5. Hero assets (R3)

    • Presentation to higher leadership (VP-level)

  6. Final leadership feedback/approvals

  7. Create full suite of assets

    • Feedback/approvals from core client team

    • Export and upload assets (300+, English & Spanish)

  8. Launch campaign

    • Optimize based on initial performance

  9. Retrospective and performance evaluation