Prime Day: Greatness is a Deal Away

The Prime Day 2025 social campaign, Greatness is a Deal Away, featured a range of assets developed in partnership with the Mass team. I led concepting and art direction across two core constructs: Deal Anticipation and Big Selection of Deals.

Deal Anticipation was designed to build date awareness and excitement through breakthrough visuals, brought to life through the net-new concept Glam Deals. Inspired by the iconic red carpet Glambot, the creative leaned into relatable storytelling, curated sets, and intentional casting to showcase how Prime Day deals can help level you up. Focused on key categories like fashion, home, and beauty, it delivered strong results across all phases, outperforming Prime Day 2024 and Prime Big Deal Days 2024 benchmarks across key metrics.

Big Selection of Deals focused on highlighting the breadth and variety of Prime Day offers by extending the onsite style guide into offsite advertising. This was achieved through brand-adapted concepts like Unboxing, Box Spill, and Tablescape, supported by a comprehensive toolkit for organic and creator content, improving visual consistency across channels.