Role
Creative Design & Asset Manager
Project Overview / Objective
To bring Amazon's physical stores employer brand to life and attract quality candidates, I led the production and creative direction of a large-scale testimonial video series. The project aimed to humanize the associate experience, highlight day-in the life responsibilities, and authentically showcase career growth opportunities across store formats.
Challenges
- Needed scalable, evergreen video content representing multiple store types, locations, and job roles.
- Sought to balance consistent messaging with authentic, unscripted storytelling.
- Had to coordinate across agency partners, internal stakeholders, and onsite store teams while aligning with brand and legal guidelines.
Strategic Approach
1. Content Strategy & Scope Definition: Developed a content framework to capture multiple narratives: job responsibilities, career stories, culture, and referral motivations. Aligned with employer value proposition (EVP) pillars to ensure consistent messaging across roles and locations.
2. Agency Partnership & Creative Oversight: Partnered with an external agency to script, film, and edit testimonial videos across several markets. Provided detailed creative briefs, oversaw production logistics, and conducted iterative review rounds to ensure alignment with brand tone and goals.
3. Cross-Functional Collaboration & Distribution Planning: Delivered a library of 67 finalized videos, including associate testimonials, role-specific day-in-the-life videos, and a flagship brand recruitment video. Uploaded to Bynder for long-term accessibility and distribution across hiring channels.
Results & Impact
- Created a flexible, high-impact content library used across organic social, store launches, job listings, referral campaigns, and internal platforms.
- Enhanced employer brand perception with authentic, relatable content.
- Improved candidate engagement and alignment with Amazon's physical store values.
- Enabled future content reuse through a centralized asset strategy integrated with Bynder.
Examples