I was brought in to lead the creative direction and continued brand evolution of Amazon Live.



Amazon Live began as an ambitious experiment, a bold attempt to blend entertainment and e-commerce through real-time livestreaming. As the platform gained momentum, expanding across surfaces and reaching new audiences, Amazon made the strategic decision to elevate Amazon Live to an official House Brand, placing it alongside flagship experiences like Alexa and Fire TV.

That shift brought a new set of creative stakes. Amazon Live required a cohesive brand identity that could scale, differentiate, and integrate seamlessly with Amazon’s broader brand ecosystem.

I was brought in to evolve the creative direction and build upon the foundational brand development work initiated by my predecessor, Michelle Kratchman.


We began by reframing what Amazon Live actually was. It wasn’t just a shoppable video player.  Amazon Live is designed for customers who value the shared excitement, community, and social validation typically associated with in-person shopping. Customers are energized by discovering products alongside others—through real-time interaction, commentary, and shared reactions. This insight became the foundation for our creative strategy.

We reframed Amazon Live as a shoppable video experience powered by community. One that combines entertainment, product education, and Amazon’s trusted checkout system. Our tone expresses optimism, celebrates the everyday, and embraces the imperfect—aligned to the live format’s spontaneity and energy.

I partnered closely with marketing, product, and content teams to continue shaping a scalable brand. My goal was to give Amazon Live a stronger, clearer visual system. From there, we built a comprehensive brand system that included visual toolkits, campaign templates, and documentation to help teams execute with speed and consistency. .


Results

The outcome of this work was a fully articulated brand system that transformed Amazon Live from a transactional video channel into a strategic brand asset. The rebrand provided teams with the clarity needed to execute more cohesive campaigns and enabled the platform to scale with a stronger, more defined voice in the Amazon ecosystem. For customers, it created a clearer, more engaging entry point into a new mode of shopping—one rooted in connection, entertainment, and trust.
Produced in-house with Amazon Live

Role: Creative Director

Creative Director: Jovanna Tosello
Art Direction: Lilliana Parry, Maryah Arangio
Design Lead: Lilliana, Chingya Weng, Konyin
Motion Designer: Chingya Weng, Joseph Riccobono, Kyle Dodson, Lilianna Peganos, Joamir Salcedo, Rodrigo Moreira
Xpression Opperators: Steve Brefo, Daniel Parente, Ben Kessier

Creative Direction and design for Amazon Live’s Prime Day activation–Amazon’s highest-traffic sales event.

Prime Day’s Amazon Live Takeover

Amazon Live is Amazon’s shoppable livestream platform, where hosts present products in real time to drive customer engagement and conversion. It bridges entertainment and commerce, turning passive browsing into an interactive, content-driven shopping experience. Unlike static product pages or traditional advertising, Amazon Live enables real-time storytelling, helping customers understand product benefits, ask questions, and make confident purchasing decisions on the spot.

This format is particularly powerful during Prime Day, Amazon’s highest-traffic sales event. As customers navigate a sea of deals, Amazon Live acts as a curated guide—surfacing limited-time offers, exclusive launches, and high-priority products through hosted content. It gives brands and internal business units a dynamic channel to stand out, generate visibility, and drive urgency at the point of consideration.


As Creative Director, I led the strategy, execution, and delivery of all visual elements for Amazon Live’s Prime Day activation.

To meet the demands of a high-volume, high-velocity event, I managed a multidisciplinary team of designers, motion artists, and Xpression operators. Together, we executed a full broadcast graphics package—ranging from bespoke designs for flagship shows to scalable templates for fast-turn promotional assets. My oversight ensured creative consistency, technical precision, and alignment with both brand identity and performance goals.

We developed a comprehensive graphics system based on XCM’s Amazon’s Prime Day look and feel, but tailored to the unique needs of Amazon Live. 

Our creative direction was guided by a deep understanding of Amazon Live’s unique audience—customers who value the energy, trust, and confidence that comes from shopping with others. These are not passive viewers. They crave shared discovery, peer validation, and real-time interaction.

With that in mind, we created a vibrant, event-specific graphics system that translated the core elements of the global Prime Day brand (developed by XCM) into a format optimized for live commerce. The system used Prime Blue as the visual anchor and Ember Modern Display—Amazon’s master brand typeface—to reinforce trust and cohesion across surfaces. Clear, branded visuals made it easier to understand deals, trust what was being presented, and act quickly. That clarity and polish translated into business impact by reducing friction, increasing click-through rates, and reinforcing deal legitimacy in real time.


We partnered cross-functionally with teams in content development, monetization, marketing, and programming to ensure the graphics system could flex to meet a variety of business use cases—from brand-funded livestreams to internal promotional pushes. By aligning our creative tools with their goals, we helped teams move faster, deliver better results, and elevate the overall Prime Day experience on Amazon Live.

The system included branded lower thirds, full-screen graphics, feature rotators, show posters, promotional banners, and social assets.

The system included branded lower thirds, full-screen graphics, feature rotators, show posters, promotional banners, and social assets. I directed the production of these assets with a dual focus: elevate high-priority shows through bespoke creative, and increase production speed through pre-approved design systems.

This approach enabled our team to execute under tight deadlines without compromising on quality. The templated system allowed us to respond quickly to late-breaking updates or last-minute content changes, a crucial advantage during a fast-moving, event-based retail moment.

Creative QA, motion tuning, and layout adjustments were handled in real time with live operators and production partners—ensuring everything delivered on both creative ambition and broadcast-readiness.

The result was a versatile event-specific design system that elevated the Amazon Live experience, reinforced the Prime Day brand across all touchpoints.

The work contributed to stronger engagement by increasing viewer watch time through clearer, more immersive visual framing. Graphics played a key role in guiding customers toward high-value deals, resulting in improved click-through and purchase behavior. By aligning closely with Amazon’s master Prime Day identity, the system also helped elevate brand trust—ensuring that the livestream experience felt credible, polished, and consistent across platforms.

Operationally, the project was considered one of the most seamless Prime Day activations to date. The strategic use of templated systems and real-time creative triage allowed the team to move quickly and efficiently, dramatically reducing last-minute changes and emergency requests. This enabled the team to stay focused on quality and execution, rather than reactive problem-solving. The success of this activation not only improved viewer experience and business outcomes, but also built confidence in Amazon Live’s ability to scale creative operations for high-stakes, high-volume events.



Produced in-house with Amazon Live

Role: Creative Director

Creative Director: Jovanna Tosello
Art Direction: Lilliana Parry, Maryah Arangio
Design Lead: Lilliana, Chingya Weng, Konyin
Motion Designer:  Chingya Weng, Joseph Riccobono, Kyle Dodson, Lilianna Peganos, Joamir Salcedo, Rodrigo Moreira
Xpression Opperators: Steve Brefo, Daniel Parente, Ben Kessier

Creative Direction and Design for The Hims Group Chat — A series where real people have candid conversations about life's taboo topics.

Hims Group Chat


Project Date: 2024
Agency: In-house
Role: Creative lead
Addressing sensitive men's health issues like sexual health and hair loss presented a unique challenge for Hims. Their innovative solution emerged as "Hims Group Chat," a YouTube series strategically designed to foster organic brand growth. Rather than relying on traditional advertising methods, this series aimed to cultivate engaging content, spark meaningful dialogues, and ultimately build trust, subtly guiding viewers toward exploring Hims' offerings. The central task was clear: how could they make men's health topics feel approachable and compelling online, forging authentic connections and a sense of community around these often-sensitive subjects, moving beyond the limitations of direct, potentially clinical-feeling advertisements?


Each episode features participants answering questions, providing their perspectives, and reacting to each other's thoughts.

The real answers, provided by a medical doctor (MD) through interstitial segments, enrich the discussions with factual insights. The participants' reactions to these answers further enhance the authenticity and relatability of the content.

Working closely with the marketing team, we prioritized an organic content approach and a YouTube-centric strategy. "Hims Group Chat" became the flagship, predicated on the power of genuine conversations with real people. To ensure relevance, we directed the use of trending questions from YouTube as the basis for diverse group discussions. Authenticity was paramount in our content strategy. To provide credibility, we integrated expert medical doctors to ensure factual insights were seamlessly woven into the discussions. The overarching goal was to transform Hims into a trusted resource, driving brand awareness and bolstering credibility, all while subtly encouraging viewers to see Hims as their solution, delivered through an engaging and easily shared format.

I crafted a visual direction rooted in 70s nostalgia and approachability, aligning with Hims' brand DNA.

Art Direction

The visual identity I developed played a pivotal role in shaping the series' overall tone. Evoking warmth and approachability, while incorporating a hint of nostalgia, the visual language became a direct reflection of Hims' core brand values. The 70s aesthetic wasn't just a stylistic choice; it was a deliberate nod to the foundational Hims brand identity, echoing its funky logo type, 70s-inspired color palettes, and overall classic, timeless yet expressive point of view. By drawing inspiration from variety shows, soap operas, and the dynamic energy of retro game shows, my visual approach aimed for inherent online engagement and shareability.


Color Palette: A soothing mix of warm beiges and browns, creating a comfortable and inviting atmosphere that aligns with Hims' approachable brand image.

Logo and Typography: A vintage 70s logo mark and expressive typographic title designs reminiscent of classic 70s game shows, adding a nostalgic yet modern touch.
Set Design: The gameshow sets were designed with warm woods and velvet textures, reflecting the cozy and familiar aesthetic of the 70s. These elements create a welcoming environment where candid conversations can flourish.

Show Graphics Assets
Title Card Assets

Game Show Assets

Across episodes, sensitive subjects were addressed with a blend of humor and candor, featuring expert medical guests who debunked common myths and provided essential factual context.

Through these segments, Hims was subtly positioned as an informed and empathetic solution provider, organically weaving the brand into relevant conversations surrounding men's health concerns.

Episode 1: Porn habits: Men vs. Women

The video is an episode from the "Hims Group Chat" series, where participants discuss various questions about porn in a candid and humorous manner.

Dr. Peter Stahl, SVP of Men’s Sexual Health at Hims, provides expert insights, debunking myths like “semen retention.” The conversation is light-hearted, aiming to normalize discussions around sexual health and provides a sense of belonging and honest opinions within a friendly group chat setting.




Episode 3: Balding at 23?

In this episode of the Hims Group Chat, participants guess someone's age based solely on their hairline, revealing surprising results. The discussion touches on hair loss at various ages, with insights from Dr. Knox Beasley, a board-certified dermatologist. He explains the typical ages when hair loss starts, the patterns it follows, and factors that contribute to it. The lighthearted competition among friends highlights how hair loss can affect men at different stages of life, emphasizing that Hims offers solutions for regaining full heads of hair.



Episode 5: Craziest things tried for hairloss

We’re flipping the script this time—guys in the Hims Group Chat are sharing the craziest things they've tried for hair loss treatment (BEER for hair loss?! Red light therapy hair growth?), and board-licensed dermatologist Dr. Knox Beasley explains whether their remedies are the real deal. From at-home hair loss remedies to unheard-of natural hair loss “supplements,” we’ve come across some unusual methods for recovering hair. Dr. Knox also discusses how hair loss starts and hair loss treatments that actually work.


Episode 6: Craziest things tried for hairloss

Have you ever heard of penis stretching? Guys join the Hims Group Chat to vote on some of the most popular and wildest ways to get a bigger penis. Some of these penis enlargement methods sound bananas…would YOU try them? The SVP of Men’s Sexual Health at Hims, Dr. Peter Stahl, also weighs in with expert input on penis enlargement methods (from jelqing to penis pumps), how they work, the risks, and whether they can actually lead to a bigger penis.


Results

"Hims Group Chat" has proven to be a successful example of organic brand marketing, effectively creating a unique content series that not only normalizes taboo health topics by fostering open and honest conversations but also builds brand trust and relatability. The YouTube-friendly format and genuinely relatable discussions have successfully engaged target audiences interested in these health topics, organically showcasing Hims' solutions through expert segments and strategic topic selection. Ultimately, "Hims Group Chat" exemplifies the power of creative content to subtly and effectively build brand awareness, break down barriers, foster community, and connect with audiences on sensitive yet universal topics, moving beyond traditional advertising to create meaningful engagement.

Produced at Hims & Hers

Creative Leads: Jovanna Tosello, Elea Franco, Hridi Kahn
Design Director: Jovanna Tosello
Live Action Direction: Elea Franco
Copywriter: Hridi Kahn
Designers: Jovanna Tosello, James Marshall, Evelyn Zhang, Ingrid Bonetti, Natalie
Animators: Breanna Lorraine Wright, Jeremy Carreon
Editors: Bill Dvorak, Moon Noh, Carly Baldwin

Creative Direction and Design for MedMatch — Hims & Hers’ new proprietary AI service.


Health and wellness platform Hims & Hers has recently introduced MedMatch, a new technology poised to change the landscape of healthcare delivery. MedMatch is designed to enhance the accuracy and effectiveness of personalized patient care by leveraging advanced treatments and medication options.

I co-directed and led the announcement for Hims & Hers’ custom-built, proprietary AI service called MedMatch. MedMatch is a proprietary service that uses AI and machine learning to leverage the collective knowledge of hundreds of healthcare providers to recommend the treatments that are most likely to be successful for our customers.

Project Date
2023
Agency
In-house
Role
Creative lead


I was tasked with crafting a design language to visualize the AI-driven technology behind MedMatch. The focus of the video was to demonstrate how this custom-built technology is working to create a future of transformative care.


Art Direction

As creative lead, my role involved developing a visual language that aligned with the co-branded aesthetics of Hims & Hers. The design needed to be clean and modern, encapsulating the essence of the MedMatch technology in a way that was both intuitive and inviting. 

I collaborated with the brand design lead to create an accessible, visually appealing look and feel, that is both engaging and reassuring.


The process began with conceptualizing a look and feel that resonated with the brand's ethos. This involved creating style frames that represented the essence of MedMatch - modern, clean, and clear. These frames served as the foundation for the detailed storyboards that mapped out the entire visual journey of the MedMatch narrative.


The focus of the video was to demonstrate how this custom-built technology is working to create a future of transformative care.


Bringing Storyboards to Life

The storyboards were transformed into reality through meticulous animation. Each frame was crafted to ensure that the visual flow was seamless, effectively communicating the technology's benefits in an abstract yet comprehensible manner. The animation played a crucial role in demystifying MedMatch's advanced features, making them relatable to the audience.


Impact

The final output was a series of animations that succinctly conveyed the functionality and benefits of MedMatch. The clean, modern aesthetic, combined with the fluidity of the animation, created a compelling visual story that elevated the overall user experience, making complex technology approachable and understandable.

This project stands as a milestone in healthcare communication, demonstrating how visual design and animation can effectively bridge the gap between advanced technology and user comprehension. The success of MedMatch's visual narrative lays the groundwork for future endeavors in making healthcare technology more accessible and engaging for users.


Produced at Hims & Hers

Co-directors: Jovanna Tosello, Elea Franco
Art Directors: Jovanna Tosello, Elea Franco
Design Direction: Jovanna Tosello, Derek Chan, Franscine Thompson
Designers: Jovanna Tosello, Derek Chan, Sydney, Ingrid Bonetti
Animators: Breanna Lorraine Wright, Scott Johnson, Hannah Segraves
Editors: Jisun Lee
Google I/O 2023 — Stage & Motion Creative Direction | Jovanna Tosello

I helped launch Google I/O 2023, one of the most significant events in Google's history. The event cemented Google's leadership in AI, driving a 4.3% stock jump that day and contributing to Alphabet’s 26% surge in 2023.

This year's event served as the platform to unveil Google's bold and responsible approach to AI, showcasing its integration across the entire organization, from hardware innovations to advancements in Search, Workspace, and Cloud. Google I/O has successfully transitioned from a developer-centric conference into a powerful marketing opportunity, enabling Google to engage with the current technological discourse on a grand scale.


Google I/O has evolved from a developer conference into a highly impactful marketing opportunity to speak to the current moment in the technology landscape. 

In May 2023, the technology landscape was buzzing with excitement around AI, but much of the public conversation was dominated by newer players, who were being highlighted as the primary pioneers. This presented a unique opportunity for Google to underscore its decades of foundational AI research and extensive product integration.
It was paramount for Google to clearly articulate its vision, intentions, and wide-ranging AI product advancements. This strategic approach allowed Google to proactively frame its bold and responsible approach to AI, ensuring that the foundational story of I/O 2023—and Google’s undeniable leadership in AI—was shared with clarity and impact directly from the source.

We intentionally crafted this year's event identity to embody a bold and pioneering spirit, visualized through a striking graphic language that conveyed optimism and innovation. The overarching design concept was "A Pioneering Journey," celebrating Google's 25 years of innovation and looking towards the future.

Our internal design team partnered with &Walsh to create a visual system that took inspiration from scientific concepts, pavilion architecture, and iconic events such as the Olympics, Apollo Space Missions, and the Bauhaus movement. This year's design evolved the retro-futuristic branding to present a contemporary vision, utilizing a "Ribbon Timeline" approach represented by dynamic, ever-changing pathways to symbolize the passing of time and infuse energy with sweeping motion and bold colors.

The brand identity was built upon a system of patterns and pathways to add energy and movement, alongside Google product icons and classic Google Easter eggs for playful brand nods. The visual language aimed for a thematic and expressive feel in elements like badges and social posts, while maintaining a restrained masterbrand approach for core elements like the logo and informative broadcast graphics.



This visual direction embraced a daring and future-forward aesthetic, utilizing modern, graphic, and expressive forms to create a timeless, iconic, and celebratory design system. The color palette utilized the four core Google primary colors, tweaked for accessibility, alongside black, white, and greys for backgrounds and contrasting elements. Typography was based on Google Sans in various weights to establish a clear visual hierarchy across desktop and mobile applications.


We teamed up with Instrument to develop an interactive digital experience for the event website.




This year's mainstage presentation included 11 keynote sections. I helped design, animate, and art direct keynotes for hardware, Android, Cloud, developers, and Workspace.





Results

Google I/O 2023 demonstrated exceptional performance across key metrics within the first few weeks of launch. The event trended as the #1 topic on Twitter, surpassing previous years' performance and generating significant social conversation. Keynote presentations attracted 4.7 million views, while the event trailer achieved 6.6 million views.

The digital recap content resonated strongly with audiences, achieving 3.4 million views, an impressive 548% surge compared to 2022. Overall, Google I/O 2023 garnered 16 million impressions across major social media platforms, highlighting the event's broad reach and impact.
Produced by Google

Project: Google I/O 23
Launch: 2023
Creative Direction: Dan Chandler
Art Direction: Jessica Marak, Andrew Toeh, Nicolo Bianchino, Jovanna Tosello
Design: Jessica Marak, Andrew Toeh, Caroline Hunter, Jovanna Tosello, Ingrid Bonetti Veloz, Jessica Raddatz, Konyin Ayuba, Luis Alejandro, Ramzy Masri, James Heredia
Motion: Nicolo Bianchino, Enle Li, Zak Tietjen, Heather Seidel, Scott Jonsson, Chris Anderson, Jovanna Tosello
Website Agency: Instrument
Branding Agency: &Walsh
Motion Agency: Modicum
Environmental Design Agency: Sparks