In partnership with Amazon, I had the unique opportunity to lead the creative and artistic direction for the "Comparte La Aventura" holiday activation. This project transformed Amazon's holiday toy catalog into a live, interactive experience that invited guests to step into the very pages of the catalog itself. The experience began with a striking photo-op that recreated the catalog's cover, setting the festive tone for what lay ahead.
As guests walked down a pathway lined with life-sized catalog pages and dynamic toy displays, they were introduced to various themed zones thoughtfully integrated into the design. These included a cozy campfire area complete with s'mores, a synthetic ice hockey rink that mimicked the slippery thrill of ice skating, a snug corner for captivating story times, a kitchen area where guests could decorate cookies in holiday styles, a cutting-edge videogame cave featuring the latest games, and a living room designed for family board games and interaction.
Every detail of the environment—from the whimsical characters and lush trees to the immersive backdrops—was meticulously crafted by me. I sketched each element isometrically, creating a visual cohesion that brought the conceptual to life through detailed mock-up renderings. This project showcased the breadth of Amazon’s holiday catalog in a physical space that was not only a shopping experience but a memorable holiday adventure, creating lasting impressions.
After being provided with the theme, and the catalogue for reference material, I got to work on sketching the environment to get a feel for the layout. This took a few iterations and an on-site visit to get exact measurements. Finally these sketches and initial renders would be expanded upon to create the final product.
After getting the proper measurements, I was able to begin creating the renderings at scale. Many of the elements used in the renders were not the final assets used (many were placeholders). This process also involved redrawing, recreating, and digitally painting many of the assets to maintain a consistent look and feel with all of the elements. I worked with production team, and fabricators to decide the locations of each environment, as well as ensuring the backgrounds and graphics would have enough space to provide realism and depth to what were ultimately 2D graphics.
Each element was then painted or designed from scratch, and send out individually to be printed and die-cut. The effect was like something out of a children's pop-up book come to life.
The following results were beyond my wildest imagination! Being able to work with the fabricators and production team to make this effort come alive for Amazon was a dream! The client was extremely pleased with how the project turned out, and it guaranteed our work with them for the following year!
