Client – Amazon
Studio – In-house
Role – Art Direction
Editorial Photography – Don Diaz
Bringing toys to life through
art direction, design, and imagination.
Amazon's wildly successful holiday toy lookbook (don’t call it a catalog) was back in business, and bigger and merrier was the name of the game. This second time around, we had even more real estate (and toys) to play with, so we didn’t hesitate to pull out all the jingle bells and whistles with this one.
Our goal was to create a high-quality gift guide that would make kids’ holiday wishes come true and parents’ holiday shopping easy-peasy. Most of all, we wanted to bring families together with a bit of holiday nostalgia. As the art director of photography, it was important for me to capture the true magic of kids playing with their favorite toys, so we cast a diverse group of real parents, grandparents, and siblings to play together. All the hard work paid off, and once again, customers were delighted & surprised when they opened their mailboxes to find this 90-page toy book inside.
Key numbers
92
100
562
+600
Pages
Cardboard creations
Toys
Cups of coffee
Doodles
Illustrations
Hand-lettered badges
Patterns
Photography
Our editorial photography had to balance two concepts: “Togetherness” and “Toy World.” To cover “Togetherness,” we used lifestyle photography to capture snapshots of playtime, focusing on those special moments between family and friends. For “Toy World,” we wanted to stay true to the energy of the toys, so we imagined how each toy would come to life inside their new homes.
DRAG ARROW TO THE LEFT TO SEE THE FINISHED PRODUCT
