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.

spread_001_2080x1367
spread_003_sm_1360x907
spread_004_detail_1360x907-1
spread_002_2080x1367
intro_stand-alone_1360x1466_white

Key numbers

92

100

562

+600

Pages

Cardboard creations

Toys

Cups of coffee

mask_1360x907
B_toys_gif_1360x907
A_toys_gif_1360x907
mariah_v2_toys_gif_1360x907
doodles_columns_1-1

Doodles

illustrations_columns_3-1

Illustrations

badges_columns_03

Hand-lettered badges

pattern_columns_4

Patterns

color_palette
type_01
type_02
type_03
spread_004_slime_2080x1367-1
Gray-Pagination_2080x1367-1
spread_007_toy-story_2080x1367

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.

olaf_stand-alone_1360x1211-1
scooters_1360x907
barbie_1360x907
kids-echo_1360x907-1
wagon_sm
StarWarsYoda-Lego_LS_2080x1367
spread_006_play-doh_2080x1367
spread_008_apparel_2080x1367
spread_cardboard_costumes_2080-1
costume_1360x1844-1
mobile_costume_mock_2-1
01_mx_book_cover_1360x1211
mx_bug-3
mx_spreads_001_2080x1367

< DRAG ARROW TO THE LEFT TO SEE THE FINISHED PRODUCT 

< DRAG ARROW TO THE LEFT TO SEE THE FINISHED PRODUCT

Storyboards by Leah Tiscione

front-back-cover_2080x1367
quotes_5_1360x907-1
quotes_1_1360x907-3
quotes_2_1360x907-2
quotes_4_1360x907-1
imagegrid_3_540x810
imagegrid_3_540x360
imagegrid_7_540x360
imagegrid_6_540x810
imagegrid_4_540x810
imagegrid_8_540x360
imagegrid_6_540x360
imagegrid_7_540x810

MARLOWMERCER@GMAIL.COM

mercer_

COPYRIGHT 2024