Amazon — “Day Makers”: Hero Film & Omnichannel Storytelling (Plastic Pictures)

“Day Makers” is an Amazon campaign designed to spotlight the people behind the brand — celebrating everyday moments of impact across the business, from customer-facing roles to internal teams.

The challenge was to create a campaign that could operate at scale, balancing human storytelling with brand clarity, and working seamlessly across external-facing HERO content and internal communications.

My Role & Contribution
As Lead Campaign Strategist, I led the omnichannel strategy across the campaign, including:
- Defining the end-to-end campaign architecture, from HERO films to internal comms
- Shaping the strategic narrative that unified multiple stories under a single, human idea
- Ensuring consistency of tone and message across channels, audiences, and formats
- Working closely with production partners to align creative execution with strategic intent

Strategic Approach: The campaign centred on a simple but powerful insight: meaningful moments are often created by people you never see.

“Day Makers” reframes Amazon’s scale through a human lens, using cinematic HERO films to bring individual stories to the forefront, supported by adaptable content for wider omnichannel rollout.

The strategy prioritised:
- Emotional clarity over complexity
- Scalable storytelling that could flex across markets and platforms
Alignment between external brand storytelling and internal culture

Outcome: “Day Makers” will deliver a cohesive omnichannel platform that will:
- Humanise Amazon’s brand through real stories
- Support both external brand communications and internal engagement
- Provide a flexible framework for future storytelling extensions