Principal Creative Director, Devices Brand Studio

Principal Creative Director, Devices Brand Studio

Apply for the Principal Creative Director, Devices Brand Studio role at Amazon.

The Principal Creative Director within DBS Devices & Services (D&S) is a senior, hands‑on creative leader responsible for shaping and elevating the visual and experiential storytelling of DBS’s products and ecosystem — spanning hardware, software, and services.

This is a Principal-level individual contributor (IC) role, not a people management position. The role demands a creative leader who can define the vision, execute with excellence, and influence at scale — partnering across product, marketing, and brand to create work that inspires customers and differentiates Amazon Device brands in the world.

You are a maker and a creative thinker: capable of defining the creative direction for launches and campaigns while personally crafting design, motion, and editorial work that sets the creative benchmark.

• Creative vision setting:
  Define and drive the creative direction for the Devices & Services product portfolio, encompassing hardware, software, and connected experiences.
• Translate strategic product narratives into compelling creative platforms across brand, film, digital, and experiential touchpoints.
• Collaborate closely with marketing, product design, and brand leadership to ensure creative expression aligns with business goals and product vision.
• Hands‑on art direction & execution:
  Develop and execute high‑level creative concepts and hands‑on design, motion, and video work for major D&S launches, campaigns, and events.
• Maintain the visual and motion design language that connects the D&S ecosystem under a unified brand expression.
• Create and present executive‑level creative concepts that articulate strategy, storytelling, and executional craft with clarity and conviction.
• Partner with internal design teams, producers, and external agency or vendor partners to deliver exceptional creative work, end‑to‑end.
• Influence without direct reports:
  Lead through influence—aligning and inspiring multidisciplinary teams across DBS without direct managerial responsibility.
• Serve as a creative bar‑raiser and mentor‑by‑example, setting standards through work, critique, and collaboration.
• Leverage generative AI tools to enhance ideation, visualization, and production workflows—from image generation and animation to video editing.
• Partner with design technology and innovation teams to pilot and scale new creative approaches that accelerate quality and impact.
• Advocate for ethical use of AI in creative storytelling, while maintaining the balance between craft and automation.
• Maintain the highest standard of creative excellence across all D&S work—from concept to delivery—and elevate the creative bar through iterative exploration, collaboration, and relentless focus on craft.

The creative organization thrives on a singular, bold purpose: to craft work that isn’t just exceptional, but world‑class—a benchmark for excellence. We are relentless in this pursuit, especially when the odds are stacked against us. Our foundation is a commitment to craft and a dedication to ensuring every piece of creative work embodies a consistent, breathtaking aesthetic quality. We don’t meet expectations;

we exist to define them. Details are not just details—they’re the difference between good and great. We obsess over these nuances with passion and precision.

Our mission is clear: to inspire our customers by revealing the magic, love, and thoughtful invention infused into every product signed, Amazon Devices and Services.

• 12–15+ years in creative direction, art direction, or integrated design across brand, product, and motion environments.
• Proven experience delivering global product launches, campaigns, and content across both hardware and software categories.
• Expertise influencing creative outcomes across large, cross‑functional organizations—ideally within technology, design, or consumer product industries.

• Mastery of art direction, visual design, motion graphics, and film/video editing.
• Deep fluency in Adobe Creative Suite (After Effects,…