My Role: Art Director
Project Goal: Develop a new approach to the denim shopping experience on Amazon.com with a focus on creating a branded and sustainable editorial image and voice.
Project Description
The success of Back-to-School enabled us to get additional funding and move forward. Our next focus was Denim. This was our biggest selling Apparel category and we wanted to elevate the experience, again on a small budget, to provide further justification for additional funding for an expanded team.
We tried a simple approach with new models and tried to create a fresh experience that would appeal to both genders, but weighing more heavily on our targeted customer, women, as they historically make the most purchase decisions for clothing for their families. Above you’ll see the new launch page of Amazon’s Denim Shop.
“In seeking a mentor through the Amazon Mentorship Program, I specifically sought out Skottie. As a stylist I had the honor of working alongside him on photo shoots and special creative projects, as he acted as Art and Creative Director. His genuine, friendly and easygoing nature makes him an ideal director to work with. His creative eye and standard for excellence makes him a leader and teacher, yet his humility allows for the ideas and collaboration of others.”
~ Esther Shin, Fashion Editor at Amazon.com