The holiday catalog reimagined for Amazon Fashion’s 2021 and 2022 holiday gift guides in print and digital. Instead of models and ‘fake stories’, we celebrated real Amazon customers with real stories and their own real style –from artists and activists to quilters and roller skate stars.
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 amazon.com featuring their fashions, their wish lists, and their ways to celebrate.