The Principal Creative Director within DBS Devices & Services (D&S) is a senior, hands-on creative leader responsible for shaping and elevating the visual and experiential storytelling of DBS’s products and ecosystem — spanning hardware, software, and services.

This is a Principal-level individual contributor (IC) role, not a people management position. The role demands a creative leader who can define the vision, execute with excellence, and influence at scale — partnering across product, marketing, and brand to create work that inspires customers and differentiates Amazon Device brands in the world.

You are a maker and a creative thinker: capable of defining the creative direction for launches and campaigns while personally crafting design, motion, and editorial work that sets the creative benchmark.

Key job responsibilities
1. Creative Vision Setting

Define and drive the creative direction for the Devices & Services product portfolio, encompassing hardware, software, and connected experiences.

Translate strategic product narratives into compelling creative platforms across brand, film, digital, and experiential touchpoints.

Collaborate closely with marketing, product design, and brand leadership to ensure creative expression aligns with business goals and product vision.

2. Hands-On Art Direction & Execution

Develop and execute high-level creative concepts and hands-on design, motion, and video work for major D&S launches, campaigns, and events.

Establish and maintain the visual and motion design language that connects the D&S ecosystem under a unified brand expression.

Create and present executive-level creative concepts that articulate strategy, storytelling, and executional craft with clarity and conviction.

Partner with internal design teams, producers, and external agency or vendor partners to deliver exceptional creative work, end to end.

3. Influence Without Direct Reports

Lead through influence — aligning and inspiring multidisciplinary teams across DBS without direct managerial responsibility.

Serve as a creative bar-raiser and mentor-by-example, setting standards through work, critique, and collaboration.

Foster a shared creative culture of innovation, quality, and storytelling excellence across the D&S organization.

4. Generative AI & Emerging Creative Technologies

Leverage generative AI tools to enhance ideation, visualization, and production workflows — from image generation and animation to video editing.

Partner with design technology and innovation teams to pilot and scale new creative approaches that accelerate quality and impact.

Stay at the forefront of emerging creative tech and integrate these advancements into day-to-day creative practice.

Advocate for the thoughtful and ethical use of AI in creative storytelling, maintaining the balance between craft and automation.

5. Quality & Execution

Maintain the highest standard of creative excellence across all D&S work — from concept to delivery.

Ensure consistency, innovation, and attention to detail across all product and brand expressions.

Elevate the creative bar through iterative exploration, collaboration, and relentless focus on craft.

About the team
The creative organization thrives on a singular, bold purpose: to craft work that isn’t just exceptional, but world-class—a benchmark for excellence. We are relentless in this pursuit, especially when the odds are stacked against us. Our foundation is a commitment to craft and a dedication to ensuring every piece of creative work embodies a consistent, breathtaking aesthetic quality. We don’t meet expectations, we exist to define them. Details aren't just details—they're the difference between good and great. We obsess over these nuances with passion and precision.
While this pursuit is challenging at Amazon, we remain relentless alongside our partners and collaborators in bringing an elevated sense of taste to every detail. We do this because we know that excellence demands courage, resilience, and an unrelenting commitment to vision.

Our mission is clear: to inspire our customers by revealing the magic, love, and thoughtful invention infused into every product signed, Amazon Devices and Services.

Principal Creative Director, Devices Brand Studio