Amazon Japan Echo Flagship Launch

Role: Visual Designer / Art Director , Amazon Japan / Client: Amazon Japan

Situation & Insight

  • First Echo flagship in Japan → adapt global brand to local retail.

  • Japanese consumers: “understand first, then try.”

Challenge

  • Small store, 4 devices (Echo, Fire TV, Kindle, Fire Tablet).

  • No educational content despite tech hesitation.

  • 2 weeks to produce 6 videos with cross-border team.

Action

  • Built 4-zone journey for quick, relevant use cases.

  • Proposed & delivered 6 educational videos (Alexa Skills, Smart Home, Music).

  • Yodobashi research → longer dwell = higher purchase.

  • Directed 6 Chinese motion designers, daily remote sync.

  • Supplied ultra-detailed storyboards & guides for consistency.

Result

  • Sales +125% WoW, store exceeded targets.

  • Strong engagement, praised by Amazon HQ as localization model.

Insight

  • AD role = beyond guidelines → local behavior-driven design.

  • Education-led retail turned hesitation into trust & purchase.

Offline Retail Video

Clip 1: What are Alexa Skills?
Story boards that I provided to the production team

Final video clip

Clip 2: Alexa Skills - For Family
Story boards that I provided to the production team

Final video clip

Clip 3: Alexa Skills - For Kids
Story boards that I provided to the production team

Final video clip

Clip 4: Alexa Skills - For Single
Story boards that I provided to the production team

Final video clip

Clip 5: Smart Home
Story boards that I provided to the production team

Final video clip

Clip 6: Amazon Music
Story boards that I provided to the production team

Final video clip

Final Offline retail store Image