As the world’s most vast and varied online retailer, the challenge was to create an experience that felt honest, intimate and authentic. So instead of the typical catalog and gift guide, we took an editorial approach – identifying communities of real Amazon customers then documenting how they celebrate the holidays together – their real stories and styles.  These engaging personal stories and styles drove all elements of the campaign – from quotes in the catalog to 360 video content on social and featuring their fashions, their wish lists, and their ways to celebrate.