I led the development of premium beauty video content and elevated product detail page assets for Amazon Beauty.
My role went far beyond creative oversight.
I developed the concepts, built the storyboards and defined the visual language.
On set, I worked closely with videographers, photographers, stylists and models to ensure consistency in application, texture, finish and product storytelling.
The real challenge was scale. This wasn’t about one beautiful production.
It was about creating a system that works globally. I established standardised creative processes that allow premium beauty content to be rolled out across markets while maintaining brand integrity and visual excellence. Clear frameworks. Repeatable quality. Creative leadership that translates across teams and territories. Beauty content at volume, without losing luxury.
My role went far beyond creative oversight.
I developed the concepts, built the storyboards and defined the visual language.
On set, I worked closely with videographers, photographers, stylists and models to ensure consistency in application, texture, finish and product storytelling.
The real challenge was scale. This wasn’t about one beautiful production.
It was about creating a system that works globally. I established standardised creative processes that allow premium beauty content to be rolled out across markets while maintaining brand integrity and visual excellence. Clear frameworks. Repeatable quality. Creative leadership that translates across teams and territories. Beauty content at volume, without losing luxury.
Lolo Jones: Amazon creative studio manager
"I've worked with Carlo on numerous high-stakes high-priority projects across Amazon fashion and beauty, so when our team was approached by L'Oreal to create content across their brands, I knew he was the exact person to lead the project. He has an extensive understanding of beauty from commercial to premium, and his ability to produce and create scalable frameworks was the extra element and skillset we needed for this partnership.
Carlo has full-spectrum knowledge of production, which allowed him to bridge the gap between creative vision and operational reality. He aligned Amazon’s internal teams with our external beauty partners, translating ideas into practical execution and influencing our key stakeholders, gaining trust and remaining aligned from concept to execution.
His clarity, leadership, ownership and ability to connect people ensured this partnership and project ran smoothly and effectively, while staying on brand and raising the standards."
In addition to leading art direction, I was entrusted with managing beauty brand collaborations, aligning each partner’s visual identity with Amazon’s platform standards. While maintaining strict standardisation processes for global rollout, I focused on elevating the creative quality of the content, ensuring product display pages felt premium, brand-led and performance-driven.