1 in 5 adults in the U.S. is an unpaid caregiver for an aging parent, and 60% of them feel overwhelmed and exhausted. Alexa – A Little Extra You repositions Alexa as more than a smart assistant. It becomes a caregiving companion, supporting independent living for aging parents while offering peace of mind to family members who can’t always be there.

YEAR
2025
ROLE
ART DIRECTOR
AWARDS
SCADDY GOLD (Brand Strategy)
AWARDS
SCADDY GOLD (Brand Strategy)
About the project
Insight:
More adults are caring for aging parents from a distance, and the emotional weight of not being there is constant.
Solution:
Alexa becomes a caregiving companion, supporting independent living while giving families reassurance from afar.









This will hide itself!
Alexa - A Little Extra You
1 in 5 adults in the U.S. is an unpaid caregiver for an aging parent, and 60% of them feel overwhelmed and exhausted. Alexa – A Little Extra You repositions Alexa as more than a smart assistant. It becomes a caregiving companion, supporting independent living for aging parents while offering peace of mind to family members who can’t always be there.

YEAR
2025
ROLE
ART DIRECTOR
AWARDS
SCADDY GOLD (Brand Strategy)
AWARDS
SCADDY GOLD (Brand Strategy)
About the project
Insight:
More adults are caring for aging parents from a distance, and the emotional weight of not being there is constant.
Solution:
Alexa becomes a caregiving companion, supporting independent living while giving families reassurance from afar.









This will hide itself!
Alexa - A Little Extra You
1 in 5 adults in the U.S. is an unpaid caregiver for an aging parent, and 60% of them feel overwhelmed and exhausted. Alexa – A Little Extra You repositions Alexa as more than a smart assistant. It becomes a caregiving companion, supporting independent living for aging parents while offering peace of mind to family members who can’t always be there.

YEAR
2025
ROLE
ART DIRECTOR
AWARDS
SCADDY GOLD (Brand Strategy)
AWARDS
SCADDY GOLD (Brand Strategy)
About the project
Insight:
More adults are caring for aging parents from a distance, and the emotional weight of not being there is constant.
Solution:
Alexa becomes a caregiving companion, supporting independent living while giving families reassurance from afar.









This will hide itself!