SITUATION
In July 2022, I transitioned into a new internal role as Executive Creative Director of Amazon Freight—the in-house creative agency for Amazon’s B2B transportation offering.
In July 2022, I transitioned into a new internal role as Executive Creative Director of Amazon Freight—the in-house creative agency for Amazon’s B2B transportation offering.
My goal was clear: Introduce Amazon Freight to the world and make people care. I set out to put the human (“the C”) back in B2B. No talking heads. No beige boardrooms. Just a sharp, compelling story told with confidence and creativity.
I led the creative development of the first brand awareness videos for Amazon Freight. The objective was to shift customer perceptions—from “Amazon doesn’t ship for businesses like mine” to “Amazon Freight has the same high standards I hold my business to.”
The campaign needed to clarify what Amazon Freight is, what it offers, and why it matters—through engaging, brand-forward storytelling that reflected our voice and values.
I owned all concepting, scripting, art direction, and production—exploring 50+ campaign concepts in Figma before narrowing to 1. Here's a snapshot of the final scripts I pitched.
I owned all concepting, scripting, art direction, and production—exploring 50+ campaign concepts in Figma before narrowing to 1. Here's a snapshot of the final scripts I pitched.
I collaborated closely with GTM stakeholders and marketing to align on messaging, tone, and claims (e.g., wide netwok). We landed on this big idea: “Your Friend with a Bigger Truck”—a playful yet strategic metaphor illustrating how Amazon Freight delivers with scale, speed, and trust.
Production began. Here are some behind-the-scenes stills from the shoot.
Production began. Here are some behind-the-scenes stills from the shoot.
And here's the final spot:
And the :15 cutdown.
RESULTS
The first video in the “Friend with a Bigger Truck” series launched as the kickoff to our broader brand awareness campaign. It has earned over 4 million views on YouTube and serves as a clear, compelling introduction to Amazon Freight for our target audience.
The first video in the “Friend with a Bigger Truck” series launched as the kickoff to our broader brand awareness campaign. It has earned over 4 million views on YouTube and serves as a clear, compelling introduction to Amazon Freight for our target audience.
The spot helped redefine how shippers perceive Amazon’s logistics capabilities—positioning Amazon not just as a household name in B2C, but a credible force in B2B freight.
