Fire TV Stick
Company Amazon
Role Senior AD
Elevating the Fire TV Stick experience: Leading as well as designing the defining creative direction, I oversaw the visual landscape, composing dynamic CG visuals, and poured my vision into every frame.
This wasn't a solo jam session, though. To bring this powerhouse device to life, I fostered a collaboration with a dream team of product managers, designers, writers, data experts, and tech wizards. We were a diverse ensemble, united by a passion for innovation. The result? Not just a streaming device, but a chart-topping success. Just like a blockbuster film enthralls audiences, the Fire TV Stick captured the hearts (and remote controls) of viewers, thanks to our unified vision and collaborative execution.
Reimagining the Fire TV Stick
The Fall 2023 launch demanded fresh visuals that embodied the brand's new elements and guidelines. As the visionary behind the device images, I pushed beyond standard renders to craft an immersive experience to deliver and exceed customer expectations.
Leveraging the updated brand positioning, I didn't just direct, I orchestrated every detail – device angles, environment, lighting, shadows, even texture and gradation treatments. Collaborating with the CG render team, I translated my vision into compelling visuals that resonated with our core message: user-friendly, personalized, and content-driven.
Bringing Smart convenience to life
This captivating video showcasing effortless smart home control isn't just a motion render, it was crafted to inspire. As the director, I conceptualized the experience, from scriptwriting and storyboarding to editing. My goal? To translate the complex functionalities of the smart home device into a compelling narrative that resonates with viewers on an emotional level.
The ability to effortlessly dim the lights for a movie night without ever leaving the couch, see who's at your door with a glance at your screen thanks to the integrated door camera, or personalize your space with the Ambient Experience UI, setting the perfect mood lighting or creating a relaxing soundscape – all with intuitive control from your smart home device.
Demystifying Wi-Fi for desktop and mobile users
These contrasting infographics are powerful visuals for explaining complex Wi-Fi concepts to two distinct experiences.
For desktop users who crave all the details, the larger infographic unpacks various Wi-Fi technologies (5G, 6G, 6E) and their strengths. With a clear visual breakdown, it demonstrates how the Fire TV Stick seamlessly shares bandwidth with other devices in the household, ensuring smooth streaming even during peak usage.
Recognizing the need for quick understanding on mobile screens, the smaller infographic condenses the key message. Using concise visuals and minimal text, it effectively conveys the Fire TV Stick's ability to co-exist peacefully within even the most crowded Wi-Fi networks.
Applying brand guidelines
Leveraging the Fire TV color palette
While Fire TV Orange is the vibrant heart of our brand identity, we understand its power lies in strategic application. That's why our palette extends beyond a single shade, offering a range of complementary tonal oranges. This thoughtful selection empowers designers with the flexibility to highlight devices, enhance information hierarchy, ensure accessibility.
This multifaceted approach ensures that the Fire TV brand identity remains distinct and recognizable, while empowering engaging and accessible experiences for all users.
Shaping the Fire TV Experience with a flexible grid
The Fire TV brand's identity goes beyond just visuals; it's built on a structured grid system that breathes life into its core values: hierarchy, consistency, and a cohesive design language. This system wasn't just plucked from thin air; it's rooted in meaning, drawing inspiration from the fundamental 16:9 ratio of our TV screens.
Fire TV logo is the foundational stone of this system. Designed with the same 16:9 ratio in mind, it serves as the guiding star for crafting flexible grid layouts across all touchpoints. This ensures that every element, from imagery to text, harmoniously integrates into the Fire TV experience, creating a seamless and intuitive journey for users.
Designing with international markets in mind
Created versatile Ambient UI widgets displayed on the TV screen. Adapted content — Music, Live TV, Weather — to match specific product launch themes. Ensured alignment with stakeholder requirements such as media partners, Alexa, Amazon Prime, smart home, and localized versions as part of international launches in Canada, Mexico, and Japan.
CGI lifestyle rendering
Fire TV Stick 4K Max and 4K as they appear on desktop
