Amazon Delivery Service Partners: What's in a Name?

Role: Producer, Director

The Brief

Approaching its eighth year, Amazon's Delivery Service Partner (DSP) program still lacked broad awareness, with only 4.9% of U.S. adults recognizing that DSPs are small businesses. Prior to my arrival on the team, the campaign theme—"What's in a Name?"—had already been established. With that as my only creative direction, I was tasked with producing a 90-second hero film, social ads, and a radio spot for both internal and external audiences. Which owners to feature—and how to execute the creative—was entirely up to me.

The Challenge

The timeline was ambitious from the start. Just two weeks into my new role—and without a formal onboarding plan—I was tasked with leading one of the team's highest-profile campaigns while learning the audience and business in real time. At the same time, I had just six weeks to deliver the finished campaign. Coordinating production presented another challenge: identifying the right owners to feature, aligning schedules across Phoenix, Chicago, and Durham, and building an efficient travel plan that allowed us to capture all three stories within eight consecutive production days.

The Approach

This was one of the most complex productions of my career to date. Each interview needed to tell a complete story within just 30 seconds of screen time. On location, filming active delivery operations meant there were no second takes, requiring us to adapt to real startup meetings, load-outs, and deliveries as they happened. In post-production, I partnered with a new editor under an aggressive deadline, navigating multiple rounds of VP-level feedback while earning the trust of a new team and leadership group.

The Results

The campaign resonated with the very audience it was designed to celebrate. On Amazon's internal Ignite Digital Community, the hero film generated above-average engagement from DSP owners, inspiring more than 20 owners to share the stories behind their own company names. Those organic submissions are now expanding the campaign beyond its original scope, serving as the foundation for a new film that will open Ignite Live—Amazon's annual conference for more than 2,000 DSP owners.