Overview: I had the privilege of leading the creative development for the launch of Amazon's Kindle Unlimited—a groundbreaking subscription service offering readers unlimited access to a vast digital library with no contract. The service catered to two key audiences: Reading Enthusiasts who devoured books regularly, and Reading Hobbyists who enjoyed more casual, exploratory reading.

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Creative Approach: As Creative Director, I led a team of designers, copywriters, and animators in exploring a variety of creative directions to encapsulate the essence of Kindle Unlimited. Our goal was to create a visual narrative that conveyed both the sheer breadth of content available and the unique, personal journey every reader embarks on with each story.

After brainstorming and testing various concepts, we found that the metaphor of a journey resonated most with our target audiences. The idea of an origami paper boat became the central visual metaphor—a simple, handcrafted vessel symbolizing the limitless journeys readers could experience through books. This concept was flexible enough to communicate across genres and adaptable for various marketing channels.

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Execution: We developed a comprehensive multi-channel campaign, with assets spanning email, display ads, and paid social, all anchored around the paper boat visual. The creative concept was designed to be highly versatile, allowing for a seamless adaptation across five global markets while accommodating localized content and book titles.
 

I also played a key role in crafting the copy for the campaign, ensuring the messaging aligned with the brand's voice and spoke directly to the desires of our target audiences. The copy reinforced the visual metaphor, emphasizing the idea of limitless exploration through Kindle's vast digital library.

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Launch Video: To elevate the visual experience, we created a launch video featuring 3D-animated origami boats that dynamically transformed based on key launch titles. The animation mirrored the unfolding journey of a reader, with the boats shifting shapes and textures depending on the genre or theme of the featured books. This video not only introduced Kindle Unlimited but also became a central asset in press kits and media coverage of the launch.

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Results: The campaign successfully launched in five global markets and was well-received both by consumers and the media. The adaptable, genre-spanning creative allowed for maximum flexibility across regions, while maintaining a consistent brand message. The innovative use of the paper boat metaphor became a distinctive and memorable aspect of the Kindle Unlimited brand identity during its launch phase.​​