Black Friday Campaign
End-to-end creative direction for the brand's biggest sale event.
Cut through the noisiest month in retail.
Role
Creative Lead
Scope
Design & Strategy
Deliverables
Campaign Strategy
Marketing Campaign
Photo and Videos
Year
2025
The Challenge
Black Friday is the most saturated moment in ecommerce. Every inbox flooded, every feed cluttered with generic sale graphics. The challenge: build a campaign identity distinctive enough to own the moment.
The Concept
Black base. High contrast green. Bold, oversized type. While competitors defaulted to yellow and red urgency palettes, this campaign leaned into an old-school tech aesthetic, deliberate, distinct, and built to stop the scroll.
My Role
Led the campaign from concept through delivery, theme development, full asset design, video production, and cross-functional execution with the COO and marketing team. Planning started 3–6 months out to align new product launches and campaign merch as sale incentives.
The Outcome
60% revenue growth over the previous Black Friday. The highest performing sale event the brand had ever run.