The Challenge:
Amazon was expanding its presence into the healthcare space—a space that often feels cold, confusing, and inaccessible. We wanted to introduce Amazon Pharmacy and Amazon Health to a broader public through bold, high-impact creative that felt human, clear, and trustworthy. Minus the intimidating feel.

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My Role:
As Creative Director, I led creative across large-scale digital out-of-home (DOOH), motion, and banner campaigns. The work involved educating, building trust, and creating visual cohesion across placements as varied as Times Square takeovers, subway platform ads, and online banners. I was also involved in the original concepting approaches and helped bridge the gap between One Medical and Amazon.

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The Approach:
We leaned into simplicity and empathy, prioritizing clear messaging, calm color palettes, and modern type to communicate care without the clichés of traditional pharma -- aligning with the current rebrands happening across both Amazon Health and Amazon Pharmacy. 

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The Outcome:
The campaign drove awareness and positioned Amazon as a trustworthy healthcare option in a crowded space; while also reinforcing the quick and convenient messaging of Prime. It marked a shift in tone for the category—approachable, informative, and most importantly . . .  human! The DOOH work specifically stood out in high-traffic environments like Times Square, stadiums, and major transit hubs.