In my leadership role at Prime Video, I defined the brand's values as 'Unashamedly populist,' embracing our mass-market audience with a tone reminiscent of classic Saturday night family TV—entertaining, inclusive, and accessible to all.

For sports advertising, we disrupted the tired clichés of athletes in quick-cut game footage, instead revealing a more relatable side of top sports stars through self-deprecating humor. This fresh, humanizing approach resonated deeply with fans, breaking through the noise of traditional sports marketing.

As part of our 2024/25 UEFA Champions League and Premier League campaigns, we brought must-watch Champions League matches every Tuesday to audiences in the UK, Ireland, Germany, and Italy. Our launch AV campaign extended this philosophy by delivering a unique experience for superfans, using humor and relatability to make the world's biggest athletes feel more accessible.

The results were outstanding—our brand awareness campaign achieved significant cut-through across organic and paid social, driving deeper engagement and strong audience connection.