PRIME VIDEO
News Hub Launch
2026 News Hub Launch on Prime Video App, Amazon
About
Contributions: Lead Art Director
Tool: Figma
Marketplace: U.S. localized to Global
Brief & Strategy
GET: Prime Video's non-news viewers
TO: Start using Prime Video as their daily news destination
BY: Increase visibility of the new News Hub on Prime Video
App & amazon.com
Created launch-support creative for Prime Video’s dedicated News Hub, a new app navigation destination designed to make live and on-demand news easier to discover within the Prime Video experience. The work explored static creative directions for awareness testing, balancing trusted news personalities, recognizable programming, and broader photojournalistic storytelling to communicate the breadth of the new offering.
A/B Creative Test
VARIANT A
Familiar Faces
This approach adds a human element to the news offering while showcasing the variety of content available. By featuring well-known personalities it creates instant recognition and trust. The mix of faces also shows diversity in programming and perspective.
Photojournalism + Familiar Faces
VARIANT B
WINNER
This visual storytelling approach works powerfully by showcasing the diverse range of news coverage through compelling imagery with familiar trusted faces. It works because it's showing people both what they'll get and who they'll get it from.
The winning direction balanced trust and breadth. While Variant A leaned heavily on recognizable anchors, Variant B gave viewers a fuller picture of the News Hub experience by pairing familiar personalities with imagery representing weather, politics, business, local coverage, and live events.
Launch Email
