Your new pharmacy is Amazon Pharmacy.
In fall 2021, our tiny-but-mighty creative team launched a brand campaign to introduce Amazon Pharmacy—inviting customers to see how they manage medication in a new light: simpler, more personal, and built around their lives.
The campaign line “Your new pharmacy is Amazon Pharmacy” set the tone—optimistic, confident, and rooted in the belief that a better experience is possible. I led script development, campaign copywriting, and voice direction, and collaborated on creative direction, music selection, and overall tone for a multi-channel launch. Working closely with VMLY&R and directors Anna & Ewan, we shaped a campaign that brought warmth and clarity to a category often defined by complexity.
Created at Amazon Pharmacy
Creative direction: Lauren Kim & Jess Blank
Copy direction: Danica Rog
Motion design: Jonathan Tipton-King
Director: Anna & Ewan
Agency: VMLY&R
Production: Chelsea
Created at Amazon Pharmacy
Creative direction: Lauren Kim & Jess Blank
Copy direction: Danica Rog
Motion design: Jonathan Tipton-King
Director: Kat Keane
Agency: Arts & Letters
From your doctor to your doorstep.
In 2022, Amazon Pharmacy made major product improvements aimed at giving customers more control over their health—and their spending. To support the momentum, we launched a brand campaign in the fall to drive broad awareness and position Amazon Pharmacy as a radically better way to get prescriptions.
With our partners at Arts & Letters, we created a fast-paced, benefit-forward spot that focused on our core differentiators: low prices, Prime savings, and the convenience of ordering meds from home. The pitch was simple: save time, save money, stay healthy.
Creative direction & visual system
We centered the brand around the most recognizable pharmacy cue—the pill bottle—reimagined with Amazon's point of view. Photography and motion brought warmth and relatability to the experience, while illustration played a supporting role in simplifying logistics and adding charm to transactional moments.
The visual strategy was clear and consistent across all touchpoints: real people, real products, real ease.
Messaging & brand voice
As a relatively new player in healthcare, Amazon Pharmacy had to earn trust quickly. I helped shape messaging that was both direct and optimistic—emphasizing transparency, reliability, and savings without overpromising. Through headlines, CTAs, and supporting copy, we made sure every word worked hard to guide, reassure, and connect.