Prime Video is more than a subscription library. It includes rentals, purchases, channel bundles, promotions, and seasonal programming, value that exists beyond any single title launch. The opportunity was to make that value visible and give customers more frequent reasons to come back.

Across Credits, Feeding Frenzy, and Trundles, I led creative that moved the focus from marketing individual titles to marketing the service itself.

Credits started from a clear business problem. Nearly half of the customers who received Amazon No-Rush credits never redeemed them, leaving roughly $139MM in unused discounts and a large rent-and-buy opportunity on the table. The work made those credits visible and easy to act on, turning an overlooked perk into a reason to watch.

Feeding Frenzy came from a different gap: a deep catalog goes unwatched when nothing gives customers a reason to dig in. Built around Shark Week and the anniversary of "Jaws," Feeding Frenzy became Prime Video's first major thematic rent-and-buy campaign, turning catalog titles into an eventized destination worth exploring.

Trundles started from a visibility gap. Many customers don't realize Prime Video's channel bundles exist or what they unlock. The work packaged that bundle value into clear, customer-centered creative inside the experience, making it easier to understand and act on.

Together, the work established service marketing as its own creative discipline at Prime Video, a way to grow engagement through the platform's value rather than one hit show at a time.

Outcomes

Trundles
Made Prime Video's channel-bundle value visible and easy to act on inside the experience.
Packaged service value into clear, customer-centered creative that encouraged exploration and repeat engagement.

Credits
Targeted roughly $139MM in unredeemed customer credits, a major untapped rent-and-buy opportunity.
Built awareness and education around credit redemption.
Gave Prime Video a clearer value story for its rent-and-buy ecosystem.

Feeding Frenzy
Created Prime Video's first major thematic rent-and-buy campaign.
Built a repeatable model for eventized catalog discovery.
Tied Shark Week, the "Jaws" anniversary, and genre programming into one customer experience.
Expanded discovery beyond individual title promotion.