Fresh Gets a Refresh
Role: Group Creative Director
Client: Amazon Fresh
Agency: Movement Strategy
In 2025, I led a full creative reset of Amazon Fresh's social presence as Group Creative Director. Together with our client and full internal team, we achieved a unified, full-funnel system — rebuilding strategy, creative, and paid media around ongoing testing and real-time optimization.
The most important shift was giving Amazon Fresh a more ownable social persona across its TikTok, Instagram, and Facebook channels. While our competitors were busy being quirky, we leaned into cool confidence. With this as our north star, I oversaw the development of refreshed designs, content pillars, and community management guidelines. Even stakeholder presentations got a makeover.
Additionally, I restructured how the work got made by spearheading the transition from a largely UGC-driven model into a robust production ecosystem with in-house creators, campaign-level shoots, and a network of creator partners. Now, we could move fast when culture called for it, and invest deeper when a bigger idea was worth it. The result was an increase in output of clever and relatable food content, built on a system designed to sustain it.
TikTok Selects
