Overview

Amazon Music Live (AML) is a live concert series airing after Thursday Night Football, that features live performances from music’s biggest names performing new music for the first time, exclusively on Prime Video and the Amazon Music channel on Twitch.

This season, we focus on bold color, creating high contrast and curious combinations. With larger text and simpler layouts, our designs are both impactful and easy to navigate. While the color palette changes weekly, consistency is maintained through cohesive layouts and distinct type treatments. All our palettes meet the AA accessibility rating for large and small text, ensuring a contrast ratio exceeding 4.5:1.

I was responsible for the creative and art direction of the entire series. I kicked off by organizing and leading a sprint to design the key art. After rounds of iterations and narrowing down, we landed on the final direction. Every week we were delivering hundreds of assets and turning around a whole new show. For Season 3, we had Jelly Roll, Big Sean, Halsey, J Balvin, Gunna, TWICE, and Snoop Dogg as our artists. Each week's key art needed to be approved by multiple stakeholders including the artists themselves and our sponsor, Nissan. I worked closely with all teams involved to get the work approved. After delivering a design and motion toolkit to over 20 different teams. I worked closely with each team's lead to oversee the creative & art direction across the board from product, brand, marketing (O&O, OOH, Campaign), experiential, and production.

Below is just the smallest snipped of everything that came from this work and the labor of dozens of teams, leads, creatives, and agencies.

Photo Cred: Sam Gehrke

Design & Motion Toolkits

With dozens of teams turning around hundreds of assets each week, the design guidelines needed to be simple yet thorough. It included guidance on color, logos, layouts, copy, and type. Along with the guidelines we provided templates in PSD and Figma files. Our motion toolkit, documented in Figma and built in After Effects was developed by ADVNTR. It included 4 key art animations, 4 text animations, 2 sponsor animations, and 2 logo animations.

Brand Campaign & Social

The brand marketing team worked with the agency, Frosty, to deliver hundreds of still and motion assets for the brand campaign and social. I worked closely with their team to direct the creative and art direction each week. We also developed a number of assets in house including a lower thirds promo that appeared during the NFL Thursday Night Football game on Prime Video. For social, I also designed posters for Liza Koshy who hosted our social pre-show.

Weekly O&O and Marketing

Each week, we export close to 150+ O&O assets that live across Amazon: on Prime Video, the homepage, merch page, Amazon Music app and site, the app store, Twitch, and various other placements. Our production designer was able to build all the templates in Figma with components so we were able to mass produce quickly. We also had to localize some of our assets.