AI is everywhere right now. But instead of fearing it, let’s talk about how it can help make our work more creative and less tedious. That’s what Amazon Q set out to do: help developers do what they do best, but with a little help from AI.

Amazon Q is a generative AI tool that doesn’t replace the craft of coding—it enhances it. For developers, coding is an art, and they’re looking for tools that spark inspiration, not just take over their work. That’s where we came in.

I joined forces with Instrument to craft a 360 campaign that showed how Q can be the ultimate creative ally for developers. We weren’t trying to sell AI as the next big thing; we wanted to show how it could help unlock those “aha” moments. The campaign needed to speak to developers in a way that felt authentic, not like another tech sales pitch.

After a lot of brainstorming and refining, we ended up with a two-day shoot that captured developers in those real, human moments when they realized how AI can help elevate their work. We also created a Figma-based playbook to ensure Amazon could extend the vision across digital, social, event materials, and OOH.

The result? A campaign that reframed AI as something that works for, not against, developers—helping them stay focused on what they love most: building and creating.