Amazon music

I led the effort to build an international brand strategy that allowed the brand and product of Amazon Music to stand out from it's more famous sibling, Alexa. With voice commands as the primary benefit of Amazon Music, it becomes hard to create a music service ad where Alexa doesn't take over and overshadow the creative of Amazon Music. I oversaw the entire briefing process and agency selection as the lead for brand advertising in partnership with the Amazon Music team. We landed on Wieden+Kennedy who helped us discover the tagline "A voice is all you need."

Creative was then developed by W+K and it's production partners.