AmazonFresh Thanksgiving & Holiday

The Challenge

The marketing vision for Thanksgiving and Holiday imagery was to create lifestyle images that showcase how families can spend more time together when groceries are delivered to their door. As the art director for the shoot, my responsibilities included developing the concepts, casting, and providing styling direction for models and food photography. I also partnered with UX to wireframe the digital storefront and build out the design assets for the shopping experience.

The Solution

We created four lifestyle vignettes showcasing scenes of holiday meal preparation: gathering inspiration, helping mom in the kitchen, decorating cookies, and anticipating treats from the oven. In addition, we partnered with talented food stylists to create mid-preparation Thanksgiving and Christmas dinner spreads to be used as the hero image for the digital storefront.

The Result

The photo assets were used in over 200 graphic placements that drove traffic to the storefront (Amazon cross-site advertisements, social media etc.) and a seasonal store experience that accomplished marketing’s goals.

Photographer: George Barberis
Stylists: Rachel Grunig & Cora Brown
Food Stylist: Bridget Meyer
Apparel Stylist: Daisy Fulgham
Hair & MU: Angalina Sandoval

Art Direction

More Time Together

During the holidays, AmazonFresh helps customers spend less time shopping and more time gathering in the kitchen, creating dishes everyone loves, and connecting over meals. We want to highlight those moments that bring us together in our unique ways.

Photography Execution

  • Approachable, candid and relatable moments
  • Help customers to visualize how AmazonFresh will give them more time with family.
  • Celebrate without falling into holiday clichés
  • Emphasis on preparation instead of the final meal



Amazon Homepage

AmazonFresh Storefront

Thanksgiving Store

Holiday Store