Amazon — "Day Makers": Retail Brand Storytelling & Omnichannel Campaign Strategy (Plastic Pictures)

A campaign built to humanise one of the world's largest retailers from the inside out — celebrating the people whose everyday actions shape the customer experience across Amazon's retail ecosystem.

The challenge
Create a campaign that could operate at scale across a complex retail organisation, balancing emotional storytelling with brand consistency, and bridging external customer-facing communications with internal engagement.

My role
Lead Campaign Strategist, responsible for end-to-end omnichannel strategy, from campaign architecture and narrative framework to channel planning and creative alignment with production partners.

Strategic approach
Retail brands at Amazon's scale risk feeling faceless. "Day Makers" reframed that scale through a human lens, surfacing the people behind the customer experience to build brand trust at every touchpoint. The strategy prioritised emotional clarity, scalable storytelling across markets and formats, and tight alignment between external retail communications and internal culture.

Outcome
A cohesive omnichannel platform that humanises the brand through real stories, supports customer-facing retail comms and internal engagement simultaneously, and provides a flexible framework for future brand extensions.