In the fall of 2019, working with internal teams at Amazon and Movement Strategy, I creatively led an overhaul of Prime Video's main brand social channels across Instagram, Twitter, Facebook and YouTube. In addition to extending Prime Video's new brand look and feel to social, I was responsible with developing the overall creative strategy and content development process for the streaming service's main brand channels.

The main task was to develop a brand-new voice for Prime Video across social. This included performing a top-down audit of Prime Video's current creative positioning, developing new creative concepts and strategic , and spearheading the overall creative vision for the social channels. Along with the internal team at Amazon, we've successfully developed a younger, more fun and authentic tone for the brand channels — one that allowed us to create engagement-based editorial content using licensed film and television titles and Amazon Originals. The overhaul has been a massive success throughout 2020 with, most importantly, a new younger audience flocking to the channels thanks in large part to the new social voice.