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I led creative strategy, design, and execution to redefine the visual expression of the product. The system highlights materiality, display quality, and versatility, scaling across product pages, launch assets, and the .com experience.
Fire Max 11
Product Launch
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I led creative strategy, design, and execution for the launch, shaping how new capabilities could be introduced without disrupting a product customers already know well.
Fire Max 11 is Amazon’s flagship Fire tablet, pushing the category into a more premium space. Designed for entertainment, productivity, and communication, it features an 11" 2K display, a sleek metal body, faster performance, and an expanded accessory system with a keyboard and stylus.
Fire Max 11 is Amazon’s flagship Fire tablet, pushing the category into a more premium space. Designed for entertainment, productivity, and communication, it features an 11" 2K display, a sleek metal body, faster performance, and an expanded accessory system with a keyboard and stylus.
The goal was to shift perception, positioning Fire as more refined while maintaining clarity and accessibility.
The campaign uses CGI to present the product with precision, focusing on light, motion, and form to distinguish it from the rest of the lineup. The final system balances elevated imagery with clear, product-forward communication.
The goal was to shift perception, positioning Fire as more refined while maintaining clarity and accessibility.
The campaign uses CGI to present the product with precision, focusing on light, motion, and form to distinguish it from the rest of the lineup. The final system balances elevated imagery with clear, product-forward communication.
