I partnered with Instrument as Creative Director to help craft a pitch-winning campaign for Amazon Q, guiding it from concept to launch. Over the course of six months, I shaped the creative, art, and copy direction, overseeing every detail—including a two-day shoot for stills and video. I led a team of designers, motion editors, and writers throughout pre-production, production, and post, delivering a comprehensive campaign playbook and Figma assets that brought Amazon Q’s brand to life across digital, social, events, and OOH.