Echo family 2025

Designed at Amazon
My role: Creative Director

In fall 2025 Amazon launched the all-new Echo lineup, reimagined for immersive entertainment, richer audio, and designed for Alexa+. I led a team of creatives from concept through production to develop stills, CGI, and video to bring the new devices to life, as well as launch our new .com storefront experience for customers.

A new look

Amazon launched 4 new Echo devices - Echo Show 8” and 11”, Echo Dot Max, and Echo Studio. All were an improvement in overall sound quality and looks from previous models, featuring thin screens and a new wrap-around mesh fabric. My team worked with go-to-market partners to develop creative that showed off the beauty of this new lineup, and celebrated the improved features that make these devices the best yet for Alexa+ users.

The new devices were announced at our fall launch event and featured my team’s creative alongside complimentary launch materials in an immersive space for guests and press.