Fire TV Omni QLED Series
Company Amazon
Role Senior AD
From concept to launch: As the Art Director, I wasn't just involved, I led the visual creation, from initial concept to website launch. I oversaw the entire creative process, from designing stunning photo shoots and managing cutting-edge CG to crafting intuitive on-screen interfaces. Translating complex functionalities like Alexa Voice and Home Theater sound into visually engaging features demanded ingenuity. Together with a talented team, we reconstructed existing web templates, crafting an impressively smooth and informative customer experience. This project wasn't just about pixels, it was about defining a new standard of visual storytelling in the tech world.
Transforming the ordinary into extraordinary
The power of cutting-edge CG is featured in this captivating hero image. I conceptualized and directed this visual masterpiece, executed by the render team with precision and skill. Inspired by the vibrant energy of Holi, I crafted a visual symphony for the hero image. Scroll down to see the full webpage.
The day in motion
View weather, your schedule, and enjoy beautiful photography or generative AI imagery. Immerse yourself in a day powered by Ambient Experience. Each adaptable screen within diverse room settings, from sunrise to sunset, unfolds in this vibrant CG animation brought to life through my vision and direction.
Designing for diverse platforms
I created versatile Ambient experience UI widgets displayed on the TV screen. Adapted content — Music, Live TV, Weather — to match specific product launch themes. Provided multiple asset formats (Figma, video, web) for efficient utilization across teams. Ensured alignment with stakeholder requirements such as media partners, Alexa, Amazon Prime, smart home, and engineering.
Fire TV home screen UI
Lifestyle photoshoot concept & direction
I conceived and directed a lifestyle photoshoot showcasing the brand's positioning. Imagine stepping into a vibrant scene bursting with energy and laughter. This wasn't happenstance; it was the vision translated into reality for the brand's photoshoot. Selecting ideal locations, engaging talent, and crafting a dynamic lighting scheme and staging, I orchestrated a visual narrative that embodied the brand's essence.
Far-field Voice control visualization
Here I envisioned a unique way to demonstrate far-field voice control capabilities. With my direction, the team leveraged a pool house location and clever photography techniques to create a captivating "cutaway house" image. I further enhanced the scene with additional smart home devices, emphasizing the interconnected environment.
Auto-Dimming visualization
CG-rendered images were created with different lighting situations. This allowed me to combine them to show the auto-dimming feature, as well as providing two additional images for other uses featuring the TV.
CGI product renders
Crafting a Seamless User Journey
My approach to visual design extends beyond aesthetics; it's about delivering cohesive experiences across all devices. While large, cinematic visuals shine on desktops, prioritizing mobile is crucial, given its dominance in user traffic. Here's how I tackle this challenge:
Mobile-First mentality: I champion a mobile-first approach, crafting layouts that intuitively adapt to smaller screens. This may involve reimagining content size, arrangement, and even cropping to ensure optimal readability and accessibility.
Branding beyond a logo: Brand identity goes beyond colors; it's about creating a recognizable, unified experience across platforms. I leverage our brand palette strategically, weaving it into the mobile layout to foster familiarity and trust.
Tailoring the experience: I believe every interaction matters. By considering diverse user personas and their needs, I design layouts that cater to different browsing habits and preferences, guaranteeing a positively impactful journey for all.
