Moving car shopping from the lot to the living room.

Car shopping was broken. Or at least, the dealership version of it was — bright lights, sales pitches, sticker shock. Amazon and Chevrolet saw a different path: what if the new EV lineup could be browsed from the couch, the same way a customer would shop for anything else on Amazon? The work had to turn a Fire TV and a cardboard box into a showroom, and give a first time EV buyer a way to explore the category on their own terms.

The idea was simple: if Amazon could deliver a Chevy to your driveway, it could deliver one to your screen too.

THE DIRECTION

I designed the Fire TV browse experience end-to-end — from the lineup landing page that let customers scan the full EV family at a glance, down to each model page where hotspot tags opened features, specs, and pricing without ever feeling like a pitch. The interface had to live comfortably on a TV, read from across a living room, and still hold the visual rigor Chevy's brand demanded. Clean type, wide imagery, subtle brand marks — shopping that didn't look like shopping.

The packaging extended the same idea. We built a custom Amazon shipping box for the Chevy EV release, wrapping the iconic Amazon smile and dimensional arrows in Chevy blue with a racing-flag pattern pulled from the brand system. A QR code on the side wasn't a QR code — it was a portal into an AR experience that let the buyer place an EV in their driveway before one ever arrived. "Chevrolet introduces a revolutionary EV feature: Selection." "This isn't a QR code. It's a portal." The copy did double duty as brand voice and interaction prompt.

THE REACH

The campaign gave Chevrolet a new on-ramp for its EV lineup, and gave Amazon's customers a way to shop for a car without ever walking into a showroom. The Fire TV experience, the boxes, and the AR layer all pointed at the same promise — that a category as high-stakes as an EV could feel as approachable as any other thing in the cart. It was a proof of concept for how a legacy automaker could meet buyers where they already lived, and a signal that automotive storytelling doesn't have to live on the lot.