Valentine’s Day can feel one-note. For 2025, we wanted to widen the lens.
We built the campaign around the idea of “Love, in so many ways” — celebrating not just romantic love, but friendship, self-love, family, and the small gestures in between. To bring that spirit to life, we partnered with our in-house photographers and stylists to create a tactile, paper-crafted world — one that felt like stepping inside a handmade Valentine.
Hearts fluttered and radiated through the space. Products weren’t just displayed; they were nestled into scenes of papery whimsy, each framed as a thoughtful, personal gesture waiting to be given.
Beyond the visual storytelling, this moment also marked the launch of our new homepage hero system. The campaign became a testing ground for a more immersive, personalized entry point — inviting customers into the story rather than simply presenting them with products.
We built the campaign around the idea of “Love, in so many ways” — celebrating not just romantic love, but friendship, self-love, family, and the small gestures in between. To bring that spirit to life, we partnered with our in-house photographers and stylists to create a tactile, paper-crafted world — one that felt like stepping inside a handmade Valentine.
Hearts fluttered and radiated through the space. Products weren’t just displayed; they were nestled into scenes of papery whimsy, each framed as a thoughtful, personal gesture waiting to be given.
Beyond the visual storytelling, this moment also marked the launch of our new homepage hero system. The campaign became a testing ground for a more immersive, personalized entry point — inviting customers into the story rather than simply presenting them with products.
Credits
Design: Bethany Rennard, Kelsey Lynch, Sam Bae
Creative Direction: Donovan Mafnas, Christina Barton
Design: Bethany Rennard, Kelsey Lynch, Sam Bae
Creative Direction: Donovan Mafnas, Christina Barton
For mobile and desktop heroes, we highilghted Amazon’s new homepage design as well as typeface. The new design of our homepage heroes invited interactivity and thoughtfully used color to break-up the feed and highlight personalized product recommendations.
In offsite marketing, we employed motion graphics to make products more engaging, while adhering to the seasonal event event colors and typographic hierarchy to provide a cohesive shopping experience for customers.
