Context
Continuation of Wieden+Kennedy London’s global “It’s on Prime” campaign, developed to highlight the breadth of the Amazon Prime ecosystem across entertainment, shopping and everyday experiences. The work focused on Spanish-speaking markets, extending the campaign platform into localized executions across multiple channels.
Challenge
The campaign required adapting an established global creative structure to new cultural and linguistic contexts while maintaining consistency with the original brand voice. At the same time, the content needed to respond quickly to evolving product priorities, new releases and changing asset requirements across formats.
Role
Creative development and copywriting for Spanish-language markets, working closely with the campaign’s Creative Director. I contributed to headline ideation, narrative adaptation and visual alignment across deliverables, ensuring coherence with the global platform while making the messaging feel natural and relevant locally.
Approach
The process focused on translating the campaign logic into a flexible system that could accommodate different products, categories and formats without losing clarity or tone. This involved developing multiple headline directions, adapting ideas across out-of-home, digital and social placements, and responding to fast feedback cycles within a short production window.
Outcome
The work extended the global campaign into Spanish-speaking audiences through a range of multi-channel assets, maintaining consistency with the original creative platform while supporting ongoing product communication needs. The project demonstrated how a strong campaign structure can scale across markets when creative direction and execution remain closely aligned.
