In September of 2021, Amazon announced the Fire TV Stick 4K MAX. Featuring 4K Ultra HD streaming, Wi-Fi 6 connectivity, smart home integration, and optimization for Luna gaming, this product is the most premium media player in Amazon’s lineup. I led art direction for the launch from concept to completion, including a CGI Photoshoot and the visual design of the product page.
Knowing our customer was essential to choosing an effective concept. Since the key demographic was projected to be upgraders seeking the latest and greatest, we moved forward with “No Compromises”, positioning the product as an elevated and tech forward device that lets you do it all.
To get this concept across visually, I worked closely with CGI artists to establish a dramatic look. We created spaces that were modern and aspirational (while still being attainable), then amped up the use of brand colors in our hero imagery with bold lighting. In order to showcase multiple use cases, we also captured imagery of the remote using softer afternoon lighting.
For the design of the product page, I chose to let the imagery do the talking and kept it simple with full bleeds throughout. I also chose to utilize the darker and more dramatic imagery for cohesiveness. Though I left Amazon before the product went to market, the stakesholders were extremely happy with this fresh and bold direction.
