Happy School Year is an Amazon campaign 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 director of onsite photography.

The challenge for each shot was to portray the product in a way that felt 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 the imagery for this campaign feel like a celebration.

I created a style guide that captured the celebratory spirit of the campaign through bold typography, a colorful palette, and a modular grid system to showcase Amazon’s wide selection of school essentials.