Grillzilla
Concepted and designed a brand mascot using AI-assisted ideation, then built it into a full Amazon asset overhaul—driving a 27% increase in conversion rates and 32% increase in monthly revenue.
The Problem Grill tools and utensils are a crowded, commodity-feeling category on Amazon. Grillzilla needed a way to stand out from a sea of identical listings—something with personality and visual presence that would make a shopper pause while scrolling.
What I Did Used Midjourney to rapidly explore mascot concepts and directions before committing to a final character —a faster, lower-cost way to pressure-test ideas and align stakeholders on the creative direction early. Once the Grillzilla mascot was approved, I designed the full Amazon PDP and A+ content around him, integrating the character throughout the listings to create a cohesive, brand-forward shopping experience. A video editor produced the product video from the assets and direction I provided.
Result After implementing the new mascot and updated listings: +27% increase in conversion rates and +32% increase in monthly revenue.
Role:
Graphic Design
Art & Video Direction
Illustration
Using lots of trial and error, and learning more about the prompting process for Midjourney, I was able to experiment with lots of different styles and designs for our mascot. Below is an assortment of characters created, and the prompts I used to achieve them.
Amazon PDP Image
Amazon PDP Image
Amazon PDP Image
Amazon PDP Image
Amazon PDP Image
Amazon PDP Image
Amazon A+ Content
In addition to the Grillzilla mascot, we also created high-quality video content for the products using a cohesive look and feel, and utilized AI (Murf) to create the voiceovers.
Client
Grillzilla / Dragonfly
Year
2023
Video Editor
Jhon-Jhon Rañola