Client: Amazon Content Studios
Role: Art Director, Creative Strategist
Project: Premium Beauty Elevated PDP content (photo + video)
Deliverables: Scalable content system, Production plan, Frameworks and example Photo and Video assets
Challenge:
Amazon was expanding its Premium Beauty offering but had no established visual language or production framework. Unlike traditional e-commerce categories, beauty required content that demonstrated texture, application, ingredients and the final result on skin, while remaining scalable across multiple global studios.
My Approach:
Research
→ Audit existing Amazon PDPs and identify customer information gaps.
Framework
→ Define required photography and video assets.
→ Define required photography and video assets.
Lighting
→ Develop repeatable lighting systems for beauty products and models.
→ Develop repeatable lighting systems for beauty products and models.
Production
→ Test workflows, timings and scalability.
→ Test workflows, timings and scalability.
Implementation
→ Deliver guidelines, storyboards and example assets.
→ Deliver guidelines, storyboards and example assets.
Outcome:
The project established a scalable production framework for Premium Beauty, defining the photography, video and lighting systems required to create consistent, premium product content across multiple Amazon studios.
"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."
Lolo Jones: Amazon creative studio manager