Challenge

Reduce choice paralysis when customers shop for laptops on an impersonal platform such as Amazon.

Insight

For many people, a laptop is more than a piece of technology. It is part of how they work, create and express themselves.

Idea

Laptops for Your Lifestyle. We developed lifestyle personas and paired them with curated laptops and accessories through Amazon Fashion, starting the experience with who customers were rather than the spec sheet.

My Role

As Senior Art Director, I led the client-facing side pitching, winning and ideating the concept with sales, strategists and the creative director. The insight was about bringing fashion into the decision: turning data-heavy audience segments into lifestyles that felt like real people, not spec categories.

I built it in Figma across mobile, tablet and desktop, was on set for the shoot, and produced the visuals, banners and messaging with the copywriters owning the journey end to end. It was the second version of the work, built to scale, and I shared the learnings in global all-hands. It ran successfully for three to four years and drove a five-times purchase uplift.

Impact

• 16M unique viewers

• 95% scrolled through the entire page

• 1,100+ laptops sold in opening week

• format subsequently generated £4M in sales.

Art Direction · Concept · UX · Content · Commerce · Personalisation