Happy School Year
Happy School Year is a campaign I worked on at Amazon that re-imagines Back to School as a New Years-like time of celebration where kids have a chance to start fresh with a little help from some new school essentials. My role was lead designer and art direction of onsite photography.
A variety of school essentials were photographed and scaled down to create a tiny product confetti effect that nods to celebration.
The challenge for each shot was to come up with a way to portray the product in a way that felt exciting and celebratory. Having glue feel epic, erasers mimic fireworks, notebook paper resemble decorative fringe paper and white out strips become streamers were just a few of the ideas that make this campaign feel like a celebration.
I captured headshots of some of the talent we had on set to create these editorial placements that live on the event page and feature school year resolutions along with a product that goes along with the resolution. These placements ingress to that specific product page so that customers can purchase.
I partnered with multiple retail teams to create photography for their specific products, including snacks & household, fashion, supplies, business and electronics.