Shu Chen
Amazon Fresh is both an online and physical grocery store that offers low prices on everyday favorites, plus same-day delivery and free pickup. We were tasked with developing an evergreen concept that showcases their fresh groceries and rapid delivery service. Our idea was to film fresh fruits and other popular packaged products in mid-air, highlighting the freshness of the produce and the speed of their delivery through dynamic, airborne visuals.
Amazon Fresh was able to produce 32 videos from a single shoot. I collaborated closely with Amazon's internal design team to refine the concept and select products that best represent freshness and common grocery staples. We crafted the overall creative direction for these videos and created a template for easy text swapping to accommodate different sales events and seasonal messages. This project allowed us to effectively portray Amazon Fresh’s core values of quality and efficiency.