FireTV was one of the first voice enabled streaming media players on the market. So besides telling people why it was great, we had to educate them as to what it was.

I opted for straight forward language that was direct and descriptive. Campaign visuals highlighted a range of premium available content and displayed prominently online, in print, and in out of home applications.

To stand apart from digital advertising clutter, I created a product awareness campaign which utilized analog disruption. This low-tech jailbreak from traditional advertising spaces leveraged fandom and humor to appeal to movie and TV enthusiasts in unexpected places.

The goal was not to hard-sell, but to provide a fun and subtle reminder for curious potential new customers to explore the FireTV platform.

To promote the new Kindle Voyage eReader, outdoor media targeted areas relevant to commuters. Messaging stated “Created for those who love to read.”

To show ease of portability, potential customers on roadways, bus lines, tube stations, and public transportation vehicles were peppered with images of people reading while on the go.

To influence traditional book readers to consider Kindle, we embraced caffeine culture. Baristas were asked to tap into their artistic side to create latte art that (temporarily) immortalized their favorite piece of classic literature.

Photos of their masterpiece would be tagged and shared in social media and used in print campaigns. Additional plans included partnering with Starbucks to develop a Kindle lending llbrary and cohost a barista championship.

Each March, children, teachers, parents, caregivers, and community members around the nation come together to read books and celebrate the joy of reading.

This artful advertising series, illustrated in a style reminiscent of classic library posters, was designed to promote Kindle to the parents of young readers.