Fire TV Omni QLED Series
Company Amazon
Role Senior AD
Creative Direction · UX Storytelling · Brand Systems
The Brief
Fire TV Omni QLED was Amazon’s most advanced smart TV to date. Our job was to launch it not just as a product, but as a premium experience built for human connection. I led the design narrative across platforms, balancing deep tech with lifestyle storytelling.
Key Challenge
Bridge the gap between Amazon’s utility-first brand perception and the intuitive, beautiful, cinematic world we were building for the living room.
Designing the Smartest Screen in the Room
Lead creative for Fire TV’s flagship launch. Elevating QLED technology into an accessible, cinematic brand experience.
The day in motion
View weather, your schedule, and enjoy beautiful photography or generative AI imagery. Immerse yourself in a day powered by Ambient Experience. Each adaptable screen within diverse room settings, from sunrise to sunset, unfolds in this vibrant CG animation brought to life through my vision and direction.
Lifestyle photoshoot concept & direction
I conceived and directed a lifestyle photoshoot showcasing the brand's positioning. Imagine stepping into a vibrant scene bursting with energy and laughter. This wasn't happenstance; it was the vision translated into reality for the brand's photoshoot. Selecting ideal locations, engaging talent, and crafting a dynamic lighting scheme and staging, I orchestrated a visual narrative that embodied the brand's essence.
Far-field Voice control visualization
Here I envisioned a unique way to demonstrate far-field voice control capabilities. With my direction, the team leveraged a pool house location and clever photography techniques to create a captivating "cutaway house" image. I further enhanced the scene with additional smart home devices, emphasizing the interconnected environment.
Art Direction: Amazon Fire TV 2-Series - Effortless Entertainment, Every Room
This project showcases the seamless multi-room functionality of Fire TV devices. I designed a series of room environments, all captured from the same viewer perspective, to visually demonstrate how effortlessly you can pick up your entertainment right where you left off, no matter which room you're in. Profiles, recommendations, and playback all stay in sync across your Fire TV devices.
Fire TV home screen UI
Designing for diverse platforms
I created versatile Ambient experience UI widgets displayed on the TV screen. Adapted content — Music, Live TV, Weather — to match specific product launch themes. Provided multiple asset formats (Figma, video, web) for efficient utilization across teams. Ensured alignment with stakeholder requirements such as media partners, Alexa, Amazon Prime, smart home, and engineering.
Auto-Dimming visualization
CG-rendered images were created with different lighting situations. This allowed me to combine them to show the auto-dimming feature, as well as providing two additional images for other uses featuring the TV.
CGI product renders
Crafting a Seamless User Journey
My approach to visual design extends beyond aesthetics; it's about delivering cohesive experiences across all devices. While large, cinematic visuals shine on desktops, prioritizing mobile is crucial, given its dominance in user traffic. Here's how I tackle this challenge:
Mobile-First mentality: I champion a mobile-first approach, crafting layouts that intuitively adapt to smaller screens. This may involve reimagining content size, arrangement, and even cropping to ensure optimal readability and accessibility.
Branding beyond a logo: Brand identity goes beyond colors; it's about creating a recognizable, unified experience across platforms. I leverage our brand palette strategically, weaving it into the mobile layout to foster familiarity and trust.
Tailoring the experience: I believe every interaction matters. By considering diverse user personas and their needs, I design layouts that cater to different browsing habits and preferences, guaranteeing a positively impactful journey for all.
