Fire TV voice
As Global Creative Director of Amazon Devices, I oversaw the brand strategy and voice development for Fire TV. To do so, I led 4 workshops with the Head of Marketing and 10+ cross-functional partner teams to look at the complete customer journey. We audited all channels, looked at key competitors, and identified the need to clarify the brand being more aspirational and emotional (“to celebrate the living room). And determined we could differentiate from the space by focusing on these value props: Innovation, Leadership, and Empowerment. Because with several ways to watch the same show, it’s never been more complicated to watch TV. I wrote the manifesto, voice filters, personas, manifesto, and the entire voice section.
