Work by Alec Kunkel

Brand campaigns, AI experiments, and internal tools I’ve designed and built at Amazon’s Brand Innovation Lab and McKinney.

AI/ML

• Protect Playtime (PetArmor · PetIQ, 2026): Nobody gets excited about flea and tick meds, so we sold them as a reason to go outside. Pop-up dog parks and catios shipped in an Amazon box, plus an AI pet finder that matches you with adoptable pets from a plain description.
• Vertuo World Coffee Curator (Nespresso, 2026): An AI Brand Store that looks at your Prime Video history and picks a Nespresso Vertuo pod to match.
• Dog Review Interpreter (Greenies · Mars, 2024): Point your phone at your dog while it eats, and generative AI (Amazon Bedrock and Rekognition) turns its reaction into an Amazon review.

Brand Campaigns

• Kelce Clubhouse (New Heights · Wondery, 2025): An Amazon storefront for the New Heights podcast, with exclusive merch, episodes, and shopping in one place.
• The Mind Set (Ad Council, 2025): An Ad Council campaign where Olympic athletes tell their mental-health stories through personal objects, with support resources showing up wherever people already are on Amazon.
• Beast Games (Jack Link’s, 2025): A Prime Video sweepstakes for Beast Games season two, built around the limited-edition Jack Link’s x MrBeast snacks.
• Louder Than Cancer (Conquer Cancer · Amazon Music, 2025): A World Cancer Day campaign with Amazon Music. Scientists recorded the sound of cancer cells being destroyed, and we turned it into an anthem to drive donations.
• Brand Launches on Amazon (Nike · Coach · Drake, 2023 to 2025): The first Amazon storefronts for Nike, Coach, and Drake, each one built around the brand: an editorial store for Nike, a 3D store for Coach, and an animated warehouse for Drake’s Iceman era.
• Brand Campaigns (OLLY · Tide · MaryRuth’s, 2024 to 2025): Campaigns for OLLY, Tide, and MaryRuth’s that follow shoppers from first look to checkout, across Alexa, Prime Video, Fire TV, and the Brand Store.
• ’Tis the Season of Sharing (Coca-Cola, 2023): A holiday Fire TV activation: send someone a Prime Video credit, and you get one too.
• The Grilling Hall of Flavor (Kraft Heinz, 2023): A shoppable Brand Store with four themed galleries full of recipes, quizzes, and hidden animations.
• What’s Chester Watching? (Cheetos · Frito-Lay, 2023): Chester Cheetah picks the movie. A Fire TV, Alexa, and Brand Store program with rewarded ads and hands-off viewing for cheesy fingers.
• The Duster & Recipe Hub (Cheetos · Frito-Lay, 2022): A Fire TV and Brand Store hub for the Cheetos Duster, which turns Cheetos dust into something you cook with.
• The Wind Down Club (Club Crisps · Kellogg’s, 2022): A Brand Store and Fire TV hub that pairs Club Crisps with evening streaming, music, and two rewarded-ad experiences.
• Let's House Durham (Urban Ministries of Durham (UMD), 2022): A campaign site with a simple pitch: if everyone in Durham chipped in a little, it would end homelessness in the city for a year.
• The Gigapizza (Little Caesars, 2021): A billion-pixel pizza with a secret code hidden somewhere in it. Little Caesars’ way of letting people unlock pretzel crust early.

Internal Tools

• Smith (2025): An internal AI assistant that drafts campaigns, builds prototypes, and helps brainstorm. Setup that used to take days now takes minutes.

Immersive & 3D

• Mani Try-On (Modelones, 2023): A try-on in the Brand Store so people could see press-on nails on their own hands.
• Consumer Electronics (Samsung · Anker · Microsoft, 2022 to 2023): Work for Samsung, Anker, Nebula, and Microsoft: virtual showrooms, launch pages, and tools that help people pick the right device.

Experiments

• Daily Art (2019): In 2019 I made one thing every day for a year: an image, an animation, or a photo.
• Experiments & Prototypes (2018–2022): Everything else: finance games, ML art, AR filters, Twitter bots, a cardboard arcade cabinet, and every old portfolio.