Amazon: The Campus Style Edit
The Campus Style Edit is a virtual storefront within Amazon Premium Fashion that blends editorial storytelling with a seamless shopping experience. Through curated fashion stories and shoppable products, the experience makes it easy for college students to discover complete looks across apparel, beauty, and accessories.
As part of the creative team, I collaborated with fellow art directors, design technologists, stylists, and retouchers to bring the experience to life. My role included art directing key editorial modules, generating and reviewing AI-assisted imagery, directing freelance artists, providing retouching guidance, and developing creative standards that improved production across multiple content refreshes. View the live storefront.
Establishing the Visual Language
Early in the project, I helped establish the visual direction through references for lighting, casting, composition, and overall tone. We leaned into bright, direct light, saturated color, dynamic perspectives, and candid moments to create a world that felt youthful and spontaneous while maintaining the polish of Amazon Premium Fashion.
Shop the Look
Shop the Look is a shoppable module featuring complete outfits tailored to gender and regional climate. I owned art direction for the imagery, developing guidelines for on-figure and product laydowns.
I generated many of the assets myself, directed freelance artists, and managed retouching across the module. For our second content refresh, I partnered with the Design Technology team to explore automating portions of the workflow. On-figure imagery showed promise, while laydowns introduced challenges with product consistency and scale that required more hands-on creative intervention.
The exploration helped us define where automation could add the most value. With each refresh requiring roughly 20 new Shop the Look assets, we determined that hands-on creative production remained the more effective approach at the current volume, with automation becoming a stronger candidate as production scales beyond 50 assets.
Beauty and Complete Your Look
I led art direction and image generation for Beauty and Complete Your Look, developing product-focused imagery that complemented the broader visual language of the storefront. Complete Your Look presented a unique challenge: balancing four products across women’s and men’s assortments within a compact format while keeping each composition dynamic and visually clear.
