Luna Launch Commercial

Creative Director

The launch of Amazon Luna centered on a simple idea: great games pull people together. With uniquely easy setup, unique two-screen experiences, and no hardware requirements, Luna removes the friction that often keeps people from playing—and turns play into a shared, magnetic experience.

The creative concept exaggerated that truth, portraying Luna as a kind of social force that pulls friends, family, and even strangers into your living room. The tone balanced spectacle with approachability, emphasizing fun, connection, and immediacy over technical detail.

As creative director, I devized the concept then guided execution in partnership with agency and production teams, shaping the narrative, visual direction, and overall tone to ensure the work felt inviting, inclusive, and unmistakably social.