Amazon: Introducing Amazon Pharmacy

role: Writer, Producer, Editor

The Brief

Following Amazon's acquisition of PillPack in 2018, our marketing team was tasked with launching Amazon Pharmacy—a new service combining PillPack's pharmacy expertise with Amazon's scale and customer experience. As the team's sole in-house video producer, I was responsible for scripting, producing, directing, and editing the flagship launch film.

The Challenge

Launching Amazon Pharmacy meant solving several creative challenges at once. First, we needed to establish a visual identity that felt unmistakably Amazon while clearly differentiating the new service from the existing PillPack brand. At the same time, production began during the early months of COVID-19, when on-set safety protocols were still evolving and traditional production workflows were being rewritten in real time.

The Approach

I began by studying Amazon's sub-brands to understand the existing visual language. Rather than relying on PillPack's established studio aesthetic, I believed the story belonged in a customer's home. To convince leadership, I self-filmed prototypes at home, allowing the team to experience the creative vision before committing. Once approved, I establish a COVID-compliant production plan, coordinating testing logistics for cast and crew while leading the creative execution from pre-pro through final delivery.

The Results

The launch video became the centerpiece of brand's public introduction. It was featured in more than 1,800 broadcast segments—including Good Morning America—while the social cuts I created were distributed across Amazon's owned channels. Collectively, the campaign generated 3.7 billion impressions, 1.5 million landing page visits, and more than 75,000 customer sign-ups. More importantly, the in-home visual aesthetic established for the launch has remained the foundation of Amazon Pharmacy's creative identity long after I left the team.

Full Campaign

Landing page assets, video ads, and paid-social content

  • Production Company: Gradient Films

    Director: Jeff Ledellaytner

    Dp: Kyle Couture

    Producer: Harry Ehrlich

    Ac: Taylor Pellitier

    Gaffer: Ruben Alves

    Grip: Jonathan Kozowyk, Vincent Mcdonald

    Props/ Wardrobe: Erin Riley

    Props/ Wardrobe Assistant: Christian Adams

    Hair/ Makeup: Rose Fortuna

    Sound: Djim Reynolds

    Pa: Sasha Greenhalgh

    Emts: Anthony Tomao, Jeff Pugliese

    Talent: Courtland Jones, Lori Rostad, Herlin Navarro, Sheila Nutt, Melonen Nutt

    Voiceover: Tracy Lindley

    Colorist: Finish Post, Rob Bessette

    Vfx: Brickyard Vfx

    Mix: The Soundtrack Group, Dave Sicilian