AWS re:Invent is a massive undertaking, attracting tens of thousands of in-person attendees and hudreads of thousands virtualy. The challenge lies in crafting a creative theme and experience that not only resonates with this diverse audience but also effectively communicates AWS's cutting-edge technology and innovation. Additionally, the virtual and hybrid formats adopted during the COVID-19 pandemic added an extra layer of complexity, requiring a reimagining of the event's delivery and engagement strategies.

My approach as Creative Director has been to foster a collaborative and innovative environment within the creative team and partnering creative agency. By encouraging open dialogue, brainstorming sessions, and a willingness to push creative boundaries, we have been able to develop bar-raising creative that pushes the AWS brand forward.

One of the key aspects of my role has been to ensure strong integration of creative elements across various touchpoints, including stage scenic, executive experiences, breakout sessions, experiential activations, trade show booths, and digital engagements. This holistic approach has enabled us to create a cohesive experience that builds connection with attendees on multiple levels.

Under my leadership, AWS re:Invent has consistently delivered innovative and captivating creative experiences that have left a lasting impression on attendees. Moreover, the creative direction has played a crucial role in amplifying AWS's brand identity and positioning as a leader in cloud computing.